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National Books Tokens Christmas Campaign


Kitcatt Nohr Digitas & Maxus team up on integrated campaign

National Books Tokens Christmas Campaign

National Books Tokens is launching its Christmas advertising campaign on today, bought and planned by Maxus.

National Book Tokens is the only gift card sold and accepted in all major bookselling chains and local independent book shops across the UK and Ireland. 

The campaign aims to capitalise on the gifting season and to maintain launch momentum for Caboodle, the National Book Tokens’ reward scheme. Caboodle is unique among loyalty programmes because it benefits both the purchaser and the gift recipient. Both parties can sign up to the loyalty scheme to receive relevant news from their local bookshop, as well as special offers –such as free books or discounts – when they redeem or purchase book tokens through their account.

The integrated campaign will run across a combination of print and online media, including national press supplements and consumer lifestyle magazines. It will also employ large format units on national press websites and Facebook and include search and PPC elements. Kitcatt Nohr Digitas is responsible for all campaign creative.

The creative has a competition mechanic where readers have to guess the title of the books depicted.

Katy Clarkson, client services director, Maxus comments, “National Book Tokens is a brand with a long heritage, a strong association with gifting and offers a wonderful way to ensure the next generation of book buyers become familiar with both bricks-and-mortar book shops and physical books.

The Christmas period is the key season of the publishing calendar and launching this campaign in November allows for consumers to be reminded of the benefits of gifting a book token.

The fact that the gift cards are accepted in stores across the UK means that National Book Tokens gift cards provide vital additional footfall to book shops up and down the country.“
Alex de Berry, managing director, National Book Tokens, said, “Christmas is the most important time of the year for book sellers large and small. Our seasonal advertising campaign reminds shoppers of the ease and convenience of gifting a National Book Token.  The use of a puzzle based competition mechanic looks set to drive additional registrations to our Caboodle loyalty scheme which is a vital marketing tool for booksellers across the country.

Maxus’ insightful and targeted media plan means our campaign is going to reach those individuals most likely to purchase (or request) National Book Tokens this Christmas.”


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