National Library of Scotland gets closer with new advertising campaign

An innovative advertising campaign has been launched by the National Library of Scotland to showcase its huge collection of materials.

The 'As Close As You Can Get' campaign features six different poster formats designed around a literary or cultural topic such as J M Barrie's 'Peter Pan', Arctic exploration and even the musical revolution of Punk.

The eye-catching posters show a book held by a pair of hands which cleverly relate to the topic, these include a gorilla holding a copy of Darwin's 'On the Origin of Species' and Captain Hook holding 'Peter Pan'.

Designed in conjunction with Edinburgh agency Family, the new outdoor campaign aims to highlight the fact that, in addition to the country's biggest collection of books, you can also find photographs, films, newspapers, fanzines, manuscripts and maps amongst the library's 14 million items.

The campaign follows the recent launch of its new visitor centre, which also forms part of the library's initiative to widen access and increase opportunities for new audiences to engage with and benefit from one of the country's most famous institutions.

Nick Boyd, Head of External Relations at NLS, said: 'The campaign is sure to get heads turning and people talking. It's designed to really stand out and build awareness of Scotland's National Library and that it truly has something for everyone.

'I don't think people really appreciate the vast amount of material that can be found within NLS, there's everything from original manuscripts of Robert Burns, the Gutenberg Bible through to the history of tartan and the first ever 'Beezer' comic.

'We are confident that this fun campaign, along with our new visitor facilities, will encourage even more people to pass through our doors and enjoy some of the fabulous materials we hold.'

Ian Wright of Family, said: 'The campaign is a brave step for the library as it is a giant leap from the kind of advertising it has initiated in the past. We felt that the library needed to make a bold statement but also be entertaining at the same time to help appeal to all ages and tastes.

'The idea works on the premise that when you pick up a book you "feel" the experience first hand - as if you were transported to that particular time and place.'

The outdoor campaign will be displayed at Glasgow Queen Street train station and various locations across Edinburgh city centre.


National Library of Scotland
George IV Bridge

Tel: 0131 623 3700


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27 September 2009

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