In partnership with Veranda Mall, Cărturești is launching #Parking Bookmarks, a unique bookstore campaign to promote reading by transforming the shopping mall’s underground parking lot signage into discount vouchers for books.
Until August 2nd, the underground parking spaces from Veranda Mall look different. On each pole, the usual landmarks have been replaced with book titles: A for Abandon by Abdulrazak Gurnah, B for Black Beauty – Anna Sewell, C for Circe – Madeline Miller. Drivers are invited to park their car in front of the book they would like to buy and take a photo of it with their phone. Then, they need to go up to the bookstore, where, based on the barcode in the photo, they will receive the book of their choice at a special price. The selection of specially discounted titles includes fiction, essays, memoirs, stories for young children, and personal development books. The campaign is a further step in Cărturești’s initiative to bring books into everyday life using original ways to raise awareness for potential readers. In fact, at the opening of the bookstore in Veranda Mall, for a week, Cărturești rented a stall in Obor Market, where it sold books among fruit and vegetable vendors.
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The concept and strategy of the “Parking Bookmarks” campaign belongs to VMLY&R Romania. The agency’s team: Bogdan Teodorescu – Creative Director, Andreea Golban – Senior Copywriter, Bianca Dragu – Senior Art Director, Denissa Mic – PR Director, Mina Ionescu – Business Director, Raluca Dinu – Account Director, Irina Matei – Account Manager, Dorina Sandu – Senior DTP, Ionuț Iacobache – Production Manager, Simona Chirițoiu – Traffic Manager.
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