James Bond fans anticipating Sebastian Faulks’ Devil May Care are approaching the home stretch, with publication of the book just weeks away. However, the hype has only just begun, reports The Wall Street Journal.

Devil May Care poster

According to the article, the upcoming 007 novel will feature an initial UK print run of 100,000, while the U.S. print run will number 250,000. Both releases will be accompanied by lavish marketing campaigns.

In the UK, Devil May Care will be pushed by the largest marketing budget of any fictional Penguin title this year. This includes a swanky James Bond-themed party at London’s Fifty casino the night before the novel’s publication.

In addition, the July issue of Vanity Fair will contain extracts from the novel.

Bob Wietrak, vice president of merchandising at Barnes & Noble said, “We’re buying [Devil May Care] as a definite best seller. The downturn in the economy has prompted a demand for escapist fare.”

Stephen Rubin, president of Bertelsmann AG’s Doubleday Broadway Publishing Group admitted he hopes the success of Daniel Craig’s debut 007 movie, Casino Royale will push sales. “The whole thing was moribund. The Robert Ludlum franchise is completely re-energized because of what Matt Damon did in the Bourne movies. We think this is a greater opportunity.”

Devil May Care will be the first novel published under Penguin’s brand new Penguin 007 imprint and is the centrepiece of 2008′s Ian Fleming Centenary celebrations.

Most intriguingly, sources for the paper claim the book’s story revolves around the heroin trade and will feature a female character named Poppy. Both Penguin and Doubleday declined comment.

If true, these are the first clues to emerge about the book’s plot.

Keep watching CommanderBond.net for full coverage of Sebastian Faulks’ Devil May Care.