Bus shelters are set to get a new look. Bookworld will launch its new campaign, creating pop-up bookshelves around major cities in Australia. The aim? To promote Aussies to shop locally this Christmas.
Street furniture will also be turned into concept bookshelves. The campaign is designed to encourage commuters to shop locally, instead of buying books from major overseas companies.
Developed by VCCP, 'The Great Australian Story' campaign will include a series of headlines using Australianisms. Headlines will include 'Mates Rates', 'For We Are Young and Free Delivery', and 'Our Great Dividing Range'. The campaign will run across out-of-home, print and digital.
James Webber, chief executive of Bookworld, said, “By offering free and fast shopping on every order, plus an Amazon Price guarantee where we promise to beat them by 10%, it's hard to see why people would shop overseas. We're hoping this campaign will get this message out to all Australian readers - we're here, we're local, we have over 13 million books and we offer great service and prices. In fact we'll even come with you on your morning commute. ”
