To celebrate the campaign, which has been devised by advertising agency M&C Saatchi and supported by The Booksellers Association and The Publishers Association, Foyles unveiled a three metre-high Books Are My Bag bag on Thursday (9 October). The installation was the first to be commissioned for the atrium of its new Charing Cross store.
The flagship shop also hosted a Stand-up for Bookshops comedy event, which featured comedians Jenny Éclair, Sara Pascoe and Robin Ince discussing their favourite books. Author and comedian Lucy Porter also presented an hour-long routine in the London venue’s atrium, Jo Brand shared her desert island books at Dulwich Village Books and Paul Merton made an appearance at Wimbledon Literary Festival.
The campaign culminated in a series of Big Bookshop Parties on Saturday (11 October), which saw branches of Foyles, Waterstones, Blackwells, and WH Smiths, as well as independent booksellers, welcome visitors to listen to readings, explore new books available for the Christmas season and enjoy food and drink throughout the country.
Tim Godfray, chief executive of The Booksellers Association, said: "This is one of the most exciting times of the year for bookshops and booklovers. It’s the start of the Christmas season when some of this year’s biggest titles are released and we welcomed consumers to join in the celebrations at one of the 1,800 bookshops taking part in some way.
"There was something for everyone this weekend, whether it was a designer bag, a comedy show, a book signing, or the chance to start browsing for this year’s Christmas gifts."
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