A fashion promotion graduate from the University of Central Lancashire (UCLan) has created a social media campaign and interactive exhibition for Penguin Books to celebrate its 80th birthday.
Hannah Cross-Phillipson, a 22-year-old graduate from Buxton, developed the project in her final year. The former Stockport College student said: "The culmination of my fourth year major project was the creation and design of an exhibition stand that celebrates Penguin's 80th birthday this year and Puffin's 75th birthday in 2015."
“My project aims to reinstall Penguin Books as a pioneer of reading in the digital age and introduce the brand to a new generation of consumers.”
Hannah's campaign is split into three different phases. Phase one is called 'Penguin Celebrates' and focuses on Penguin's 80th birthday and the social reading events taking place in businesses, schools and libraries throughout England. The second phase, 'Penguin presents The Summer of Reading', is a social-led initiative that will celebrate the country's love of books and highlights Penguin Books as the facilitator of this. Hannah believes this phase will inspire more young people to read books and create a buzz for the final phase, 'The Summer of Reading'.
"Developing this campaign has allowed me to collect data and insights on the future of reading which will help to combat the challenges that bookshops and publishers are facing in the digital era."
Hannah commented: "This phase is arguably the most important. It is an interactive, future-facing exhibition and associated events in collaboration with Sainsbury's and the British Arts Fund, celebrating reading in all forms. Developing this campaign has allowed me to collect data and insights on the future of reading which will help to combat the challenges that bookshops and publishers are facing in the digital era."
The campaign was made into an exhibition, complete with a special reading chair, and was opened to the public as part of UCLan's Creative Focus Degree Show. Hannah was also the runner-up in the Fashion Marketing Award category at this year's Graduate Fashion Week and graduated with a First Class Honours degree. She hopes to become a creative director in the future.