Harlequin begins Romance When You Need It campaign
Book publisher Harlequin Enterprises has begun a new marketing campaign called "Romance When You Need It." Developed by BBDO Toronto, the initiative presents the brand as a way to escape the pressures of the day at any time and in any place. It makes use of an online video depicting a group of office workers interacting with a collection of characters from romance novels. The video has been posted on a campaign website located at <http://www.romancewhenyouneedit.com>, which also offers descriptions of various Harlequin titles and downloadable e-books. The website and video are being supported with print and online advertising, social media activities, in-store materials, loyalty programs and event programs.
"Harlequin Romances offer today's women a perfect break from their daily stresses and pressures," said Linda Carte, associate creative director at BBDO Toronto. "The work also demonstrates Harlequin's relationship with women in an engaging, playful manner."