HarperCollins is using the Frankfurt Book Fair to showcase the newest initiative in its global publishing program. As part of the marketing campaign for the new young adult novel by Alyson Noël, Unrivaled, HC will publish the book simultaneously May 10, 2016 in 16 languages in more than 200 countries. In an added twist, the novel will feature covers that will be coordinated across the different markets HC is displaying all the covers in its stand (D129 in hall 6.0) at this year’s Frankfurt fair.
Chantal Restivo-Alessi, chief digital officer for HarperCollins and executive v-p, international, said that by simultaneously publishing Unrivaled with a coordinated look in different markets, HC will generate greater consumer awareness and help to grow the author’s global brand. “As the world gets smaller and – especially in the YA market – consumers are finding authors from all around the world, the importance of a global author brand becomes increasingly important,” Restivo-Alessi said. “We’re committed to helping our authors achieve that either through global alignment or local adaptations, depending on what is best for a title, the author, and the consumers we want to reach.”
The initial design concept for Unrivaled came from the U.S. Harper Teen group, with the teams at other divisions working with the U.S. to ensure a consistent look. Noël also contributed feedback to the design.
Since its acquisition of Harlequin last year, HC has been working to build its international publishing program. Last year at Frankfurt, HC announced that it was adding foreign-language publishing to Harlequin’s German offices through the creation of HarperCollins Germany. Since last year’s fair, HC has opened foreign-language publishing operations in more than 17 countries, with Italy the most recent country to be added to the network.
