The Chinese publishing industry is launching a digital campaign to promote the 2012 China Market Focus at The London Book Fair (16 – 18 April) on Twin Towers West, the iconic digital gateway to the UK’s Capital.
Out of Home International were appointed by ACA Publishing to handle the short term, high impact Outdoor Advertising campaign in London.
The campaigns aim is to promote and encourage visitors to the China: New Perspectives, New Concepts 2012 – Market Focus Professional and Cultural Programme, which will showcase Chinese publishers and writers at The London Book Fair. Copies of newly published books in English on Chinese Art, Culture, and Cuisine, as well as the Beijing Olympics, will be on display for sale at Harrods WH Smith in Knightsbridge, WH Smith at Victoria Mainline, and Heathrow Terminals 3 and 5.
Mark Dolan, Outdoor Sales Manager recommended the digital campaign on Ocean’s ‘City Gateway’ site as it covers the major route to and from the world’s busiest international airport, Heathrow. “The eminent sites raised from the motorway are unavoidable for daily commuters and international audiences travelling between Heathrow and Central London. The large numbers of commuters taking this route are made up of our clients target audience of top professionals, educated metropolitans, and international travellers.”
The creative work for the campaign was designed by joint organisers from the Chinese publishing industry. The bright, colourful design gives details of the London Book Fair – China: New Perspectives, New Concepts 2012 – Market Focus in English and Chinese, and highlights key statements of ‘Inspiration’, ‘Collaboration’, ‘Vitality’ and ‘Evolving’ in the shape of a colourful Chinese fan.
The campaign will run for two weeks giving 3,800,698 people the chance to see the advertising (figures from Ocean Outdoor).
The 9th Market Focus aims to showcase major new markets and provide a platform for UK and international publishers to liaise with their foreign counterparts, and seek out and capitalise on new business partnerships.
Joint organisers from China – General Administration of Press and Publication (GAPP) and China National Publications Import and Export (Group) Corporation (CNPIEC) and China Universal Press and Publication (CUPP) are behind the programme around this year’s London Book Fair at which China is the Market Focus country.