Rowohlt / 100 years anniversary
Integrated Communication campaign
Development of comprehensive marketing and advertising activities on the occasion of the 100th anniversary of the traditional publishing house. From outdoor advertising to print ads, winning contests and the communication with the book trade.
An attention-getting print campaign made the start in the anniversary year 2008. Striking print motifs and strong headlines referred to specific principal publications such as American literature. For instance, the advertisement “America was discovered in 1928” alluded to the inclusion of American titles in the publishing programme. Large-scale and backlit posters for a duration of 8 months transported the anniversary campaign to the consumers’ customer touch points and thus ensured a strong advertising presence. A “100 years winning contest”, where people could win 100 prizes with a total value of 100,000 euros if they answered 100 questions, as well as an anniversary book edition including anniversary decoration drew a lot of attention to the POS. All activities were summarised in brochures made for that purpose, which were then provided to the bookstores.
Media & Publishing