National Book Tokens, the multi-retailer gift voucher/card scheme, is launching an integrated press and digital advertising campaign to drive sales. The campaign was created by Kitcatt Nohr, and is the first activity to come out of the brand repositioning and definition work that the agency has done since our appointment in June this year.
Kitcatt Nohr was briefed to create an integrated campaign to encourage people to consider a National Book Token next time they’re buying a gift. The campaign primarily targets ABC1 women aged 35+, as well as all other book-readers.
Kitcatt Nohr has created an integrated national press and digital campaign which aims to show the pleasure derived from going to a bookshop with a National Book Token and choosing a book. The campaign demonstrates that when you give someone a National Book Token, you are giving them a ticket for a voyage of discovery, which can end up anywhere.
The press ads feature readers of different ages reading a book in front of a bookshelf, with a door opening into another world.
One press ad shows a middle aged man reading a crime thriller, with a door opening in a bookshelf to show a criminal running away. The second shows a young woman reading a historical novel, with a door opening to show a castle and a woman in Tudor dress. The third execution features a child reading The Gruffalo, in front of a book case which opens out into the world of the book, illustrated by Axel Scheffler.
Online display ads continue this creative theme, and also offer the chance to win £100 of National Book Tokens.
The press ads feature the new National Book Tokens strapline “Inspiring choice”, and will run in titles including the Guardian Weekend magazine, Radio Times and the Sunday Times Culture.
National Book Tokens was created in 1932 and is the oldest multi-retailer gift voucher/card scheme in the UK and Ireland. They are sold and accepted in over 2,000 bookshops across the country ranging from Waterstone’s to small independents.
Alex de Berry, Managing Director at National Book Tokens, commenting on the campaign said; “This campaign brings to life the experience of visiting a bookshop and choosing a book, and shows that a National Book Token is a gift which can transport the recipient to another world.”