Treasure hunt book set for global hype campaign

The publisher of a book tipped to spark a worldwide treasure hunt for £1m worth of diamond rings has turned to Euro RSCG Biss Lancaster for its launch.

Its brief for Secrets of the Alchemist Dar – which goes on sale in September – includes the UK, Germany, France and Australia.

The book, written and illustrated by Michael Stadther and published by Treasure Trove Inc, is the sequel to 2004's A Treasure's Trove, which encouraged Americans to hunt for gold tokens redeemable for jewels.

Biss Lancaster will drip-feed details of Secrets to the media, positioning it as this year's Da Vinci Code. 'We'll get the public in the mood for treasure hunting,' said Biss Lancaster client services director Holly Barron.

Biss Lancaster will co-ordinate activity through its sister agencies in Germany, France and Australia. Euro RSCG Magnet, which handled A Treasure's Trove, is overseeing US work.

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