In pictures: HarperCollins stages 1920s newspaper stunt for Poirot launch

Publisher HarperCollins teamed up with creative agency Ralph to stage an experiential black and white sampling stunt in central London yesterday (21 May).

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The event was devised to celebrate the launch of new Hercule Poirot mystery The Monogram Murders

In total, 10,000 copies of an exclusive 1920s-style newspaper containing the first chapters of the novel were created for the activity. The paper featured original adverts from Poirot’s era, sourced from archives of brands such as Unilever, Fortnum & Mason and John Lewis.

Newspaper boys painted in greyscale makeup distributed the exclusive publication to evening commuters throughout Oxford Street, Kings Cross, Euston, London Bridge and Liverpool Street.

Chris Stack, creative director at Ralph, said: "We really liked the idea of using sample chapters as a way to get people hooked on the gripping detective novel – and grabbing a free newspaper is pretty much a reflex action for London commuters. 

"1929 was all about newsprint, the year before radio news really took off, so producing a free newspaper was the perfect creative solution to keep all our activity in the Poirot world."

More: Waterstones and Harpercollins to create Killer Crime Festival

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