Publishing giant Penguin has appointed Figtree to help the publisher begin a brand building campaign around its Classics range.
Creative consultancy Figtree will work with the publisher to roll out a number of advertising campaigns around new titles in the range and build an overall strategy to reposition the Classics brand.
The activity will begin with an advertising campaign to promote Peter Ackroyd’s retelling of Chaucer’s The Canterbury Tales.
The ads will break across national press this month, with titles including Guardian, The Times and The telegraph running the “road-trip” themed creative based on the pilgrims’ journey between London and Canterbury.
The ads feature a contemporary rather than classic font and design style with some small traditional touches to serve as a nod to the original stories.
Penguin Press marketing manager Natalie Ramm said she expected the new strategy would help consumers rethink their idea of the Classics adding, “We wanted consumers to feel inspired and excited about reading classic books rather than intimidated or worthy.”