The push aims to raise awareness surrounding the gift card and reaffirm why the brand’s offering is the perfect gift for book lovers
WPP media agency, Maxus, has launched a new campaign for National Book Tokens themed Choosing a Book is an Adventure in Itself. The push aims to raise awareness surrounding the gift card and reaffirm why the brand’s offering is the perfect gift for book lovers.
“National Book Tokens have been on Christmas lists for generations. With Christmas a key season within the publishing calendar, the campaign allows for consumers to be reminded of their own experiences when choosing a book,” said Vince Amato, Account Manager at Maxus.
Celebrating the journey of discovery literary enthusiasts undertake when selecting a new read, the integrated effort is set to feature across a slew of trusted and quality print and online channels including VoD, a new channel for the brand. The marketing exercise is scheduled to run from 16 November 2015 until Christmas.
National Book Tokens is the only gift card sold and accepted at all major bookselling chains as well as local independent book shops across the United Kingdom and Ireland. The creative concept was devised by Arthur London while all media and planning was handled by Maxus.
“This campaign not only celebrates books but also the journey that people take to discover a new one. It is this sentiment that we wanted to highlight—that by giving a National Book Token you are giving an experience and not just a present,” said Mike Burt, Marketing Manager of National Book Tokens.