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. Using its iconic Penguin brand, Penguin Random House aims to highlight how books can be the perfect companion for your summer holiday, but can also be your summer holiday - allowing you to visit places from the comfort of your armchair.
As part of the #ByBook campaign, Penguin Random House launched a unique video capturing the moment the Penguin team surprised holidaymakers at City Airport with their (rather large) books, including Diary of a Wimpy Kid, Spot, The Girls and Black Rabbit Hall.
The video kick-started an extensive programmatic advertising campaign. In a digital-first for Penguin Random House, the campaign includes pre-roll video-on-demand digital advertising on Channel 4’s service, All4, with video ads tailored to the viewer’s demographic and tastes.
To coincide with the launch of the video, the Penguin team set up a giant reading nook outside Waterstones Trafalgar Square, featuring the giant books. Two Penguin safari guides handed out samplers featuring extracts from summer titles, and Waterstones hosted a up table display offering 10% off the featured books.
#ByBook is another example of how Penguin Random House is investing in its consumer brands, using insight and experimenting to build direct relationships with readers and grow awareness of its books and authors.
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.