Imagine a world where every stolen glance, passionate kiss and grand, sweeping gesture is immortalized in the pages of a Harlequin romance novel. For 75 fabulous years, Harlequin has been serving up timeless tales, publishing 40,000 stories that have ignited passion, stirred emotions and captured billions of hearts worldwide. To celebrate this milestone, Harlequin is launching The People’s Romance—a campaign that pays tribute to the devoted fans, visionary authors and enchanting stories that have helped shape the brand as a leading expert in romance.
In collaboration with Cossette, this campaign transcends mere celebration—it honours the fans who’ve been swept away by the magic of romance. It features some of the most cherished moments in Harlequin’s history, from the first flutters of anticipation to the breathtaking happily ever afters. The People’s Romance officially kicks off in summer 2024 with content being rolled out on Harlequin’s TikTok and YouTube. And for those seeking an immersive experience, the campaign also includes coffee shop takeovers in Phoenix, Arizona.
“Romance is more than a genre—it’s a universal language that speaks to the heart of humanity,” says team Sarah Rutherford and Dani Gaede, Group Creative Directors at Cossette. “Whether you like it a little sweet or a little spicy, everyone deserves some romance, and modern audiences have embraced the category, helping it grow into a global phenomenon. The People’s Romance is our love letter to the fans, old and new. It’s a celebration of passion, connection and timeless stories, which have kept fans coming back to this iconic brand for 75 years.”
This project was brought to life with the support of our partners, including Plus Company agencies Cossette Media, Citizen and Magic Circle Workshop, as well as Rodeo FX, Grayson and, of course, everyone at Harlequin.
Harlequin has left an indelible mark on readers around the world, and we believe the story behind The People’s Romance may resonate with your audience.
