Dark Horse will launch a major marketing campaign supporting its new Robert E. Howard titles next week at New York Comic Con. The new campaign, which includes advertising, trade dress, social networking, direct market outreach, and conventions, will focus on the qualities of masculinity, adventure, and violence that have given the Howard properties their major appeal over the years. The title launches and marketing campaign will lay the groundwork for the increased awareness of Robert E. Howard tied to the release of the Conan movie late next summer (see “Rose McGowan Joins ‘Conan’ Cast”).
Title launches (see “Dark Horse Adds Three Robert E. Howard Series”) involved in the campaign include:
Kull: The Hate Witch – October 2010
Conan: Road of Kings – December 2010
Robert E. Howard's Savage Sword – December 2010
King Conan – February 2011
Online display advertising will appear on CBR, Facebook, and the Google Content Network. Ad word campaigns will target “manly” activities such as barbecuing, arm wrestling, and crocodile hunting, according to the company. House ads will appear across the Dark Horse line over the next three months.
Conan and other Howard characters have enjoyed periods of mass appeal over the years, and comics played a major role in those periods of popularity. With the movie coming out next year, Dark Horse is providing the support to ensure that comics are an important part of this property’s appeal once again.
