Last autumn, Sanoma released the Disney Story Book Collection: a box set of ten illustrated books of classic Disney stories.
The promotional campaign for the box set was developed by The Valley. The central theme of this campaign was the wonderful time parents or grandparents spend with their (grand)children, reading to them. Simply by focusing on the faces of the children as they listen, captivated by these stories, we see how the stories come to life in their imagination: the Magic of Reading.
In addition to print and TV campaigns, DM and online advertising were the other supporting channels. Well known stars from the Dutch TV channel SBS 6 contributed to the campaign by reading the stories to children in very appropriate and special locations.
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