Pottermore: Confidential PR document?
Project Momentum: A PR timeline
The following timeline has been drafted to complement and build on the launch marketing strategy from Adam & Eve.
As the number of people in the know about the project increases, so does the possibility of a leak. In the event of the news breaking early, Colman Getty will draft and issue an instant statement to tie in with the ‘coming soon’ online message.
We would like as a priority to draft and start getting agreement on the key messages. We also want to identity and brief the key spokespeople from each of the project partners so that we are prepared, should the story leak.
However, assuming that the news does hold until we are ready to announce it, our suggested timeline is as follows:
- End June/early July - Jo announces the launch on YouTube
CG will issue a global press release to coincide. This will cover the excitement of the news plus why the site is being launched, who the project partners are and what users can expect to find, with a particular emphasis on the Quill Quest
We will also make sure that the same info is simultaneously posted on Jo’s official site, referring users to Pottermore
- From July to October
Colman Getty will handle media enquiries and consider other opportunities for coverage eg the beginning of the school holidays, the back to school stage. We will also issue facts and figures as the project unfolds – eg the level of demand for the site, how many people have actually enrolled, how many wands have been physically laced and found. We need, however, to avoid issuing too much information and possibly overbuilding expectations. Best to leave most of the news spreading to the fans themselves.
Again we feel that the overt PR input should be kept to the minimum with the fans and the site itself creating most of the headlines. We love the idea of a Daily Prophet wrap and would be happy to broker that deal with the paper of our choice, both in the UK and the US. It’s such a fantastic story that we feel it should not be paid for but placed as unpaid editorial.
Colman Getty, December 2010Tagged in: harry potter
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