Caroline Lawrence launched her new book 'The Case of the Deadly Desperados'. To raise awareness and drive purchase of the new book we recruited 5 of our most handsome actors to dress as cowboys and hand out the chapter samples outside the Hamley's store on London's Regent Street.

The objective of the campaign was to build awareness of the book and drive sales.

The cowboys generated a sense of buzz and excitement around the activity which caught the attention of the consumers in this high footfall area. The staff were required to distribute the chapter samples and the key messages to a target audience of 9+ children who would enjoy the read. At the end of the distribution the staff headed to Covent Garden where they worked as part of the launch dinner. Blackjack managed the recruitment of the actors, the provision of cowboy costumes, sampling bags / trolleys and all delivery logistics.

During the campaign 3,000 chapter samples were distributed to children who love to read.

Staff were at the heart of the campaign. Highly engaging, interactive staff gave the target audience an experience they would not otherwise of had and an experience they would not forget. Opportunities were had to be photographed with the 'cowboys' and gave the consumer a once only opportunity to be part of the book launch, available only at that location and only on that day.