British Library
Raising awareness of the vast selection of unique Christmas gifts available at the British Library
The British Library Shop supports the work of the British Library in preserving the nation’s intellectual heritage. The shop curates a large array of products from independent designers and manufacturers including homeware, jewellery and accessories, books, art prints, food and drink, games, stationery, and technology items.
Our brief was to reach out to cultural audiences in London and the South East, raise awareness of the British Library Shop’s unique Christmas gift offering, promote the British Library Membership as the ultimate ‘experience’ gift, showcase the new British Library Christmas Jumper and increase footfall to the British Library’s Christmas Shopping Evening.
We developed a targeted, short term campaign that would deliver widespread coverage within national, consumer and local media in London and the South East. This included promoting the key Christmas collections to relevant journalists and digital influencers through a series of creative e-alerts and press releases. Placing coverage for the British Library’s Christmas Shopping evening within events listings and ‘what’s on’ page, and sector specific media outreach focussing on the different product categories – fashion, food, homeware etc.
43
pieces of coverage delivered in six weeks
32
pieces of non-paid influencer content generated
