Novel advertising prompts real fears

The book's main character moves to Cornwall

A website designed to promote a novel caused panic among environmentalists who believed its plans to mine for platinum in Cornwall.

McLean International Mining, which had its own website and phone lines, appeared to be planning to dig for the precious metal in the county.

But the website's only real aim was to publicise a new thriller written by David Docherty.

Press and the public jammed the website and switchboard.

It was a consciousness-raising exercise that took off in ways we couldn't imagine

David Docherty, novelist

Mr Docherty, a former BBC deputy director of television, commissioned internet marketing agency Your Release to promote the book.

The company set up a website and live telephone switchboard for McLean International Mining, the book's corporate "bad-guy".

It then sent a series of press releases to internet newsgroups announcing McLean's plans to start mining in Cornwall.

The company also created a fictitious group called PAWE - People Against Wildlife Extinction - to lead the protest against McLean.

Mr Docherty said: "It was a consciousness-raising exercise that took off in ways we couldn't imagine.

"It wasn't just about selling the book, it was about prompting a debate on the issues it tackles."

He said the website would now be used as a discussion forum about conflict between business and the environment.