Problem: Peak book purchase time (during the summer months) is where the smallest interest in Waterstones lies with consumers
Solution: Create a campaign associating Waterstones with travelling for the summer, specifically related to peoples holiday destination
Copywriter: Lauren Ashton Art Direction: Lauren Ashton
Online Adverts
Part of this campaign will be online adverts, some designed to mimic the styles of travel content on the page, for example the Skyscanner adverts, and some will be created in the style of travel adverts. When clicked, these will redirect the audience to a book set in the same destination they were considering travelling to.
Social Media
There will also be social media posts on sites such as Facebook and Instagram.
Event
For this campaign, Waterstones would host an event where the bookstores are transformed into airports, with actors dressed as air hostesses and pilots acting as staff, having airport signage and tannoy systems announcing flights. The book categories will have also changed, to be organised by where the book is set.
Video
This advert will be set as a preroll advert for Youtube and On Demand services
Vending Machines
In gates of Gatwick and Heathrow airports, vending machines will be installed, where you type in where you are going, pay, and you will receive a book which is set in your destination
