National Book Tokens, the only gift card accepted across major bookselling chains in the UK and Ireland, has launched its Christmas ad campaign.
The campaign creative was created by Kitcatt Nohr Digitas and features a competition where readers have to guess the titles of books depicted.
The ad campaign will run across print, online media, national press supplements and consumer lifestyle magazines. Media buying and planning was handled by Maxus.
Alex de Berry, managing director, National Book Tokens, said: “Christmas is the most important time of the year for book sellers large and small. Our seasonal advertising campaign reminds shoppers of the ease and convenience of gifting a National Book Token.
“The use of a puzzle based competition mechanic looks set to drive additional registrations to our Caboodle loyalty scheme which is a vital marketing tool for booksellers across the country.”
Katy Clarkson, client services director at Maxus, added: "The Christmas period is the key season of the publishing calendar and launching this campaign in November allows for consumers to be reminded of the benefits of gifting a book token.
"The fact that the gift cards are accepted in stores across the UK means that National Book Tokens gift cards provide vital additional footfall to book shops up and down the country."
The campaign will also include Facebook activity and search and PPC elements.