TRP has unveiled a nationwide advertising campaign for Australia’s leading online book retailer, Booktopia. The campaign tagline, “The books are back at Booktopia,” marks the return of the online bookselling company’s operations.
Bookseller Booktopia will resume operations and hire more than 100 people after online electronics retailer digiDirect bought the 20-year-old firm in a deal that also gives digiDirect a ready-made modern, automated warehousing operation in Sydney’s west.
“With a nationwide campaign, we remain dedicated to reviving this iconic Australian brand. At the heart of what we do are our customers and authors; we want Australians to see Booktopia as their true Home of Books—a place where every reader can discover their joy and the literary world can continue to thrive,” said Sina Clayton, group general manager at Booktopia.
“The strategy for Booktopia centres around reclaiming the title of the nation’s go-to destination for everything book-related. The core of the creative strategy is to establish a playful, engaging tone that speaks directly to book lovers, reflecting the quiet satisfaction that comes from reading,” said Kyle Ross, head of strategy at TRP.
The multi-platform campaign spans out-of-home, radio, broadcast video on demand and prominent online news portals, reaching book lovers and gift shoppers nationwide just in time for the festive season.
Credits:
Client: Booktopia
Sina Clayton: Group General Manager
Georgina Calopedos: Marketing Manager
Creative + Media: TRP
Ian Ross: Managing Director
Donna Ross: Media Director
Kyle Ross: Head of Strategy
Steve Jemison: Digital Performance Manager
Margaret Hooper: Producer
Tom Markovich: Head of Creative
Kristen Lambert: Art Director
Chas Bayfield: Copywriter
