Highlight PR hired for The Beano PR campaign

D.C. Thomson & Co has appointed Highlight PR to manage a consumer PR campaign to promote a range of licensed products, as well as The Beano Annual.

Highlight PR aims to use a mix of media relations and product placement to build awareness among consumers of all ages and create demand for licensed products throughout the 75th anniversary year in 2013.

The range, which is set to hit high street and online retailers from September, includes products such as clothing, bikes and books for young Dennis the Menace fans, and retro-styled gifts and stationery for adult Beano-lovers.

The win follows Highlight's six week campaign for The Beano Annual last year. This achieved 65 items of press coverage with a combined reach of 206 million, which helped push the title to number one in the Christmas annual chart.

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