With just over a week to go, MI6 previews the launch plans for the new James Bond continuation novel "Devil May Care"...

Devil May Care Launch Plans
20th May 2008

The new James Bond continuation novel "Devil May Care" by Sebastian Faulks will first be seen in public the day before its official publication date of May 28th 2008, the day that would have marked the 100th birthday of 007 creator Ian Fleming.

Much in the style of Daniel Craig's unveiling as the new 007 actor back in October 2005, the first copies of the book will be jetted down the Thames to a waiting press core on board HMS Exeter at Tower Bridge. The big splash will be made from noon on Tuesday 27th May.

A convoy will then deliver a consignment of "Devil May Care" to Waterstones in Piccadilly, where doors will open at 8am to sell the first copies.

Elsewhere across the nation, copies of the book will be delivered to stores overnight. Stringent security surrounds the release, with few plot details known.

The promotional campaign has picked up pace, with an impressive digital banner above the entrance to the Piccadily tube station, as wells as 600 posters in tube stations in London and 450 posters at railway stations throughout the country.


Above: Devil May Care

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"[This event will be the] most spectacular in publishing for decades" - Tom Weldon, Penguin General Managing Director.

Later on release day, Waterstones at Piccadilly will be hosted a series of events to celebrate the launch of "Devil May Care".

Above: Waterstones in Piccadilly

Early Bird Special
Waterstones will be giving away an exclusive print of the cover to the first 200 customers who purchase Devil May Care, and serving cocktails and canapes from 8am until 9am. The Waterstone’s exclusive, luxury, signed and numbered edition will be on sale (while stocks last), RRP £100. The first person in the queue to purchase this edition will get number 7.

Hurricane Gold Paperback
To celebrate the launch of Hurricane Gold, the paperback of the new Young Bond novel, there will be Bond themed activities, and the chance to be amazed by the sleight of hand of magician David Croft from noon until 4pm.

Children are invited to come along to the children's department dressed as their favourite James Bond character. Judging will take place at 2pm, and the maximum entry age is 16 years old. There are 3 family tickets to the James Bond exhibition at the Imperial War Museum to win.

Fleming Legacy
Lucy Fleming, niece of James Bond creator Ian Fleming, will be instore reading from Devil May Care, the new Bond novel by Sebastain Faulks, and talking about all things Bond. The event will take place on the first floor at 6:30pm.

For further information on any of the launch events at Waterstones Piccaddilly, call 020 7851 2400

Above: Photograph of Piccadilly station in London which features a 23ft wide video wall advertising Devil May Care. Designer Tom Johnson said, "The animation contains a countdown timer to the publication date and falling poppy petals all elements that now feature throughout the campaign as a whole. The animation runs on a loop for 30 seconds every 3 minutes, so if you're passing through Piccadilly and look up to the video advertising boards, you may catch it."