The latest marketing campaign for book retailer Dymocks features real staff from the store network to help bring to life the brand’s key point of difference: its well-read people.

Dymocks’ managing director, Steve Cox, said “Our stores are locally owned and operated, and the teams within them are passionate about words and have a love of reading – they know their local community and can help guide their customers to the perfect book.

“This is why we wanted our well-read people to be the focus of the new Dymocks campaign; to share their special interests and to give a glimpse of how books have influenced their lives.”

Customers are urged to ‘Learn something new every day’ and this tagline with ‘The well-read people of Dymocks’ underpins the campaign.

The integrated campaign kicks off with print advertisements across the Fairfax network and includes TV, cinema, catalogue, press and in-store.

Check out the 45 second tvc below: