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