Lifeline Bookfest is the world’s biggest second-hand book sale, and this year it broke all prior sales records, exceeding them by eight per cent.
This was also achieved in nine days, whereby previous events had run for 13 days.
New initiatives were put in place by the Lifeline team, along with with agency partners Clemenger Brisbane and OMD, to help refresh the long-running event that raises funds for the 24-hour crisis support line.
A new radio campaign launched to focus on the thrill of the hunt, with spots including, ‘Where is Where’s Wally?’ and the ‘Hunt for the Hunt for Red October’.
A new media strategy introduced transit and digital outdoor to the mix, as well as securing editorial support from media partners. OMD Fuse created new ‘Revive Zones’ where people could take a break from the four kilometres of books on offer.
Natalie Hodgskin, group brand and marketing manager at Lifeline, credited the army of supporters.
“A huge thank you goes to the dedicated team of over 700 volunteers, as well as the many hardworking staff who work year-round to ensure the success of these events,” she said.
“However, it’s the customers who ultimately make it the success that it is. We thank them immensely for their support of Bookfest. Each and every person who made a purchase has helped to make a profound difference to the lives of others.”
CREDITS
Client: Lifeline
Group brand and marketing manager: Natalie Hodgskin
Marketing coordinator: Serena Jones
Creative: Clemenger Brisbane
Creative director/writer: Marianne O’Brien
Creative director/art director: Cristian Staal
Account director: Amelia Hall Boehm
Head of TV and content: Robyn Dodd
Assistant producer: Kathryn Scott
Media: OMD
Account director: Libby Collison
Account manager: Sarah Kramer
Account executive: Matthew Evans
OMD Fuse director: Belinda Eccles
Sound: Rosco Audio
Senior sound designer: Ross Batten
Producer: Sarah Ritchie
