We all have some incredible events planned into our respective diaries every year and one of the most exciting of all has to be that summer holiday! There are so many hotspot destinations to choose from and with travel getting easier and easier, the world is literally our oyster. Whether we choose an old favourite or somewhere new, one thing that’s definitely on everyone’s agenda is relaxing to our heart’s content. And for those of us who love to read, a chance to unwind is the perfect opportunity to lose ourselves in a good book. Something that publishers like Penguin Random House know only too well.
WH Smith Travel Shops are strategically located within mainline train stations like Paddington, Liverpool Street, Victoria, Waterloo and London Bridge, all of which have express rail services to London airports, as well as St Pancras which is home to Eurostar services. Travellers often leave buying that book to the last minute and what better way to prompt a purchase than targeting them grabbing that coffee to go whilst they wait for their train.
While Penguin Random House regularly advertise their titles on coffee cups, the Childrens publishing house has done things a little differently in promoting three different titles in a single highly targeted campaign specifically aimed at families grabbing their takeaway coffee from Coffee Shops and Cafes located inside or within close proximity to mainline stations. The titles are all aimed at young adults with an opportunity to pre order Philip Pullman’s first Book of Dust release La Belle Sauvage out in October. A debut contemporary novel by Karen McManus, One of Us is Lying, where five students get detention and only one ends up alive! The last one is All the Bright Places by Jennifer Niven which is a compelling and heart-breaking book about two teenagers struggling with their lives, who find each other by chance, is full of refreshing honesty as it tackles the very serious issues surrounding mental illness.
Promoting the three titles together is clever tactical marketing offering young readers a great variety of choice with something for every taste. It’s also a great way to make that marketing budget stretch further.