Penguin Random House is celebrating summer with a new campaign, #ByBook, designed to take adult, parent and teen readers to new places and champion books as "the ultimate way to travel".
The campaign focuses on 22 titles, where every book has been paired with a destination on its website. Using Penguin brand, PRH aims to highlight, "how books can be the perfect companion for your summer holiday, but can also be your summer holiday" through the campaign.
The "entirely insight-led" promotion, which for the first time will roll out video-on-demand digital advertising on Channel 4’s service, All4, launched yesterday (9th August) with a special video featuring giant books, entitled "Find your perfect summer reading". The video adverts have been tailored for demographic and audience segments, according to PRH, with consumer insight driving which audiences see which video cuts.
The video on its landing page begins with a family waiting for their luggage, with giant books - including children's book brands Diary of a Wimpy Kid, Spot, Roald Dahl and Peppa Pig, and fiction novels The Girls by Emma Cline and Black Rabbit Hall by Eve Chase - looping around the baggage carousel and travelling up escalators with passengers.
The ad campaign was celebrated at Waterstones Trafalgar Square yesterday, where two Penguin "safari guides" handed out samples featuring extracts from key summer titles. Waterstones also set up table displays, offering 10% off the featured books.
The 22 books featured in the campaign are: The Silk Merchant's Daughter by Dinah Jefferies; Modern Lovers by Emma Straub; Where My Heart Used to Beat by Sebastian Faulkes; Seven Brief Lessons on Physics by Carlo Rovelli; All the Bright Places by Jennifer Niven; Shoes for Anthony by Emma Kennedy; The Beach by Alex Garland; Black Rabbit Hall by Eve Chase; The Night Manager by John le Carre; Madonna in a Fur Coat by Sabahattin Ali; The Girls by Emma Cline; Go Set a Watchman by Harper Lee; The End of the World Running Club by Adrian J Walker; Fates and Furies by Lauren Groff; The Light Between Oceans by M. L. Stedman; Girl Online On Tour by Zoe Sugg; The BFG by Roald Dahl; Peppa Goes Around the World; The Tale of Peter Rabbit by Beatrix Potter; Spot Goes on Holiday by Eric Hill; Hey Duggee: A Day at The Beach; and Diary of a Wimpy Kid: The Long Haul by Jeff Kinney.