A book token has never been the most inspiring present anyone ever received. Until now.
We wanted to turn National Book Tokens from a dusty default purchase beloved of maiden aunts in a rush into something really rather exciting. Our strategy was make them an 'inspiring choice' – something you buy when you want to give someone the perfect gift.
We showed that when you buy someone a National Book Token you give them a ticket for a voyage of discovery in an entire world of books – a journey that can last their entire life. We did it through TV, through press advertising, banners, a partnership with the Daily Telegraph, and an online 'inspiration engine' that allowed you to make your own personal suggestions and let the recipient find out what other people like them were reading.
We recruited some pretty powerful friends to help us: including the most popular children's character of all - the Gruffalo - who was kind enough to make a personal appearance in our TV ad. As a result, National Book Tokens are now the hot ticket for inspiring gifts.