Problem: Not everyone has the resources or time to go on holiday as often as they wish they did.
Insight: People don’t need to travel to escape from reality, they can simply use their imagination powered by books.
Strategy: Position books as holidays.
To be done at airports and train stations.
The flight/train number is based on the author and the date the book was published.
The destination is the setting where the book takes place and the gate is where we suggest you go to read the book.
By showing this at airports and train stations we are reminding people who are going on holiday or returning that travelling physically is not the only way to escape reality.
People sometimes look at flights just to check them out.
Penguin Books could show up as a suggestion when people look flights up, so it comes up as a more feasible and affordable type of holiday.
When you click on ‘Select’ it takes you to Penguin’s web page for the actual book.
People have maps in which they pin locations as they visit them.
Do a scratch-off ‘mind’ map for people to keep track of the imaginary locations they visit as they read books.
Online page to link the locations from the mind map to books.
When clicking on a location it takes you to the Penguin Books page dedicated to the corresponding book.