"Books Are My Bag," a trade-wide promotion by the U.K.'s Booksellers Association celebrating books and bookshops, is set to launch September 14 and will run through Christmas. Bookselling This Week reported that "more than a quarter-million cotton bags and other promotional materials with the brand message" will appear that day for the campaign created for by advertising agency M&C Saatchi."The concept is so simple," said BA CEO Tim Godfray, adding that the goal of the campaign is to "increase awareness of the importance of bookshops."
In addition to the exposure gained from shoppers using the bags and becoming "the main ambassadors for the bookshops they care about, another major element of the campaign will be a photo gallery featuring more than 100 authors and celebrities holding or using the bags bearing the 'Books Are My Bag' slogan," BTW wrote.
Shelf Awareness
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