Oxford Children’s Books celebrates the launch of new Harriet Muncaster Emerald series with stand-out publicity campaign

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01 March, 2023 – To celebrate the publication of brand new series Emerald, Oxford Children’s is launching a stand-out PR and marketing campaign with a magical mermaid twist.

To tie in with the enchanting world of Isadora Moon, Oxford Children’s are planning surprising stunts for children across the country to create magical moments. These include a ‘message in a bottle’ competition with independent bookshops across the UK, encouraging children to visit their local stores and find the secret messages with the chance to win exciting prizes. Oxford Children’s will also be working with Book Fairies to hide copies of Emerald up and down the country for children to discover and enjoy.

Emerald and the Ocean Parade is the first book in the latest series addition to the iconic world of Isadora Moon. Set in an enchanting underwater realm, Emerald is learning how to be a mermaid princess and still stay true to herself. Created by esteemed author Harriet Muncaster, the internationally acclaimed Isadora Moon series has sold over four million copies worldwide in 37 languages since it first published in 2016.

For publication week, influencers across both TikTok and Instagram will be sharing exciting Emerald content, including fun activities and content created by the sea. Bloggers and reviewers on Twitter and Instagram will also be sharing publication day book reveals. Look out for spellbinding social media activity on the @oxfordchildrens account too, including look-insides and character profiles. There will also be a competition hosted on the @oxfordchildrens Instagram channel which will give the chance to win a magical PR box filled to the brim with Emerald goodies.

A National Rail advertising campaign will be running for two weeks from 27th March, featuring striking Emerald adverts at key stations across the UK, including Manchester Piccadilly, Birmingham New Street and London Paddington.

Mermaid themed POS will be available for bookshops including standees and bookmarks, along with fun-filled activity sheets for children. The publisher is also working with industry leading PR agency Midas on a far-reaching publicity campaign for launch.

Deborah Sims, editor at OUP, said “We can’t wait for children to discover Emerald and immerse themselves in the latest addition to the wonderful world of Isadora Moon. For the past seven years Harriet has been enchanting millions of readers across the world with Isadora and Mirabelle’s exciting adventures. It felt only fitting that we create a huge campaign with an extra dose of sparkle to celebrate Harriet’s phenomenal success and introduce as many readers as possible to the most loveable Mermaid princess around!”.

Emerald and the Ocean Parade publishes on the 2nd March 2023 and follows in the path of the successful Isadora Moon spin-off series Mirabelle, which was first published in 2020. It was also announced at the end of 2022 that Sky Kids will broadcast a 52-episode TV series of Isadora Moon, set to air in 2024, and produced by Kelebek media.