Spearheading the creative execution for Hetty Lui McKinnon's Linger, I led the design of a integrated marketing campaign for Pan Macmillan Australia. I ensured brand consistency by aligning all assets with the book's core visual identity, strategically leveraging bespoke internal imagery, including original illustrations and Hetty's personal photography, to highlight its intimate and seasonal themes across multiple platforms. For the digital rollout, I designed static lightwall advertisements across Eastern states (strategically targeting areas near book and supermarket retailers), in addition to creating social media tiles for Instagram/Meta advertising and rich Amazon A+ assets to drive pre-orders and enhance the online user experience. On the print side, I produced a custom A6 recipe card for Dymocks featuring an exclusive recipe and QR code, a custom bookplate for influencer PR mailouts, and a quarter-page ad for Readings Monthly that strategically cross-promoted Linger and her previous bestseller, Community.