Penguin backs Classics anniversary with ad drive

by James Quilter, Marketing 26-Jul-06

Book publisher Penguin is planning one of its most ambitious marketing campaigns to date to attract new readers to its Penguin Classics sub-brand, which is celebrating is 60th anniversary.

Penguin promote the range, which includes titles such as Jane Eyre and
David Copperfield, with a series of ads created by Mother on specially
built hoardings at prominent building sites around London, as well as on

shop shutters and in-store.

The campaign, which uses the line 'The best books ever written', breaks
at the beginning of August. Penguin will also place bookshelves filled
with titles from the range in selected London parks throughout the
month.

'In an aggressive retail environment of price promotions, heavy
discounts, film tie-ins and multiple editions, Classics have to complete
like never before,' said Penguin marketing director Joanna Prior. 'This
campaign is all about helping people choose the books that over the
years have proved worth reading.'

The activity is a dramatic change from traditional book advertising,
which tends to use six-sheet posters near retailers.