This print ad appeared in the Harry Potter and the Cursed Child theatre programme for November and December of 2016, promoting Pottermore as the digital home of the Wizarding World, and as a retailer of eBooks and audiobooks. The critically acclaimed play recently became the most awarded West End production in the history of the Olivier Awards, winning a record-breaking nine awards including Best New Play and Best Director. It is the eighth story in the Harry Potter series, and the first official Harry Potter story to be presented on stage.
The concept works as a whole to draw readers in with a sense of nostalgia for the Harry Potter stories. The design uses emotionally resonant artwork created by illustrator Olly Moss, and a memorable quote line from the canon. The illustration depicts a poignant moment when Harry sees Hogwarts on his journey to the school for the first time. This is coupled with a well known quote, which although out of context, accurately denotes the long term love for the stories many fans express.