"Say Hello To The Stars"

Our Objectives

To stimulate passenger traffic into BOOKSplus shops and increase transaction values by motivating customers to purchase books in addition to newspapers and confectionery. To maximise the opportunities offered by the involvement of publishing houses, including promotional co-funding already negotiated with the publishers of "Hello!" magazine.

Our Strategy

The campaign utilised the glamour of "Hello!" and the Hollywood stars featured in it. Leaflets were designed as a miniature "Hello!" magazine, with the centre spread used to illustrate featured books and an instant win panel with hidden stars printed on a silver screen. When the panel was placed under an ultra violet light in store, a number of stars were revealed to indicate an instant prize . from £1 Off featured books to a Free Fun Camera.

The Results

The activity increased turnover by 30.78% and saw transaction values increase by 61.82% compared with the same period the previous year. Although an already established title within BOOKSplus, "Hello!" enjoyed a 58.57% sales increase during the promotional period.