As a former bookseller, my heart was gladdened by attending the announcement of the Books are My Bag campaign, which for me was the most exciting single event held at the London Book Fair this year. The campaign has been devised by M & C Saatchi and is entirely based on a single, simple, very effective message: that the passion for books and bookshops is a precious part of our national heritage and something that we should cherish, celebrate and promote. It is a campaign of perfect solidarity: all booksellers (whether they belong to chains or independents) and publishers are uniting with one voice to celebrate the pleasures and cultural importance of the high street bookshop.
Tim Godfray, CEO of The Booksellers Association and Richard Mollet, CEO of the Publishers Association, both spoke at the event. They were joined by some industry legends, including Patrick Neale, currently President of the Booksellers Association and joint owner of the marvellous Jaffé Bookshop in Oxfordshire (in a previous life he was the inspiration behind the equally wonderful Waterstone’s Sauchiehall Street bookshop in Glasgow) and Gail Rebuck, Chair and CEO of Random House (who, like Dame Marjorie Scardino, has proved that women can get to the top of large corporate publishing houses and stay there).
Patrick’s message was strong and direct. He made the point perfectly that there is far more to the experience of buying a book than receiving a brown cardboard parcel through the post: “We all know that there are many ways to buy and sell books, but what Books are My Bag captures and celebrates is the physical; the simple truth that bookshops do more physically to let people enjoy their passion for books.” Gail Rebuck said: “In these challenging times for the UK High Street, it is terrific that a world-renowned advertising company – M & C Saatchi – has devised such a positive campaign for all booksellers.”
In keeping with its message about the physical presence of bookshops, the campaign will feature strong branding and a very distinctive prop: a cloth bag with the words BOOKS ARE MY BAG printed on it in capitals in neon orange. These bags will be given to customers by bookshops across the country when the campaign is launched on 14th September. I wasn’t sure about the colour when I first saw it – and I was hugely impressed that Tim Godfray was prepared to spend the whole day wearing a matching T-shirt emblazoned with the orange slogan. However, throughout the Book Fair, I spotted people carrying these bags (the BA gave them out daily) and I concluded that they are very effective indeed. As Patrick put it, “This is the first time anyone has needed sun-glasses when inside the London Book Fair.” I have acquired two of them, one from the BA stand and one from the event, and I shall carry them with pride throughout the summer.
Anyone reading this blog who is interested in knowing more about this, here is your link Books are My Bag to its dedicated website.
I love bookshops!