Publisher Bloomsbury promised its biggest ever advertising campaign as it looks to whip up even more interest in the adventures of Harry Potter.
The sixth instalment in the series on the child wizard - Harry Potter and the Half Blood Prince - is due out at 12.01am on July 16, with the promotional drive on billboards and buses set to start on Monday.
Bloomsbury told shareholders that preparations for the launch were going to plan, with the added bonus that there had been a rush of interest in earlier titles as fans catch up on Harry's previous exploits.
A spokesman declined to comment on the cost of the advertising drive, which will culminate with a reading by the novel's author, JK Rowling, at Edinburgh Castle on the night of the launch.
Bloomsbury said recently that pre-orders for the book had substantially exceeded expectations, leaving it on course for profits of not less than £20 million this year, compared with £16.4 million a year earlier.
In a trading update, Bloomsbury stuck by the profits forecast and said other parts of the business had performed well with titles such as The Promise of Happiness by Justin Cartwright and Magyk by Angie Sage among titles doing well in the UK.
The company also said it planned to publish the paperback edition in September of Jonathan Strange & Mr Norrell by Susanna Clarke while Ben Schott will launch a new project in November called Schott's Almanac.