National Book Tokens
Choosing a book is an adventure in itself
For many people, buying a Book Token as a gift is seen as a last resort, an unimaginative or uninspiring option – whereas, in fact, it can prompt young readers and old into interesting and surprising new book choices.
Using famous locations that appear in books’ narratives and in their titles a press and online campaign was created that brought to life the exciting journey that we take as we meander around a book shop in search of something new.
The campaign prompted unprecedented online conversations about the merits of the product, achieving its ambition of repositioning Book Tokens from ‘panic purchase’ to ‘thoughtful gift’.