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NZ library places second in international marketing award

New Zealand’s Invercargill City Library has placed second in the 2018 BibLibre International Marketing
Award, run by the International Federation of Library Associations and Institutions (IFLA), reports Newshub.

Invercargall City Library recreated a Hollywood Reporter magazine cover shoot of reality television stars the Kardashians, replacing the Kardashians with their librarian staff members. Using the headline ‘Keeping up with the librarians’, the campaign sought to connect the library with a wider audience, particularly younger generations.

The aim was to demonstrate how libraries are relevant in the digital age by combining pop-culture references and humour. ‘Our goals are to remind people that libraries are not dead,’ said digital and communications manager Bonnie Mager.

The marketing campaign collected 1 million likes, 12,000 reactions and 5462 shares on social media.

Invercargall City Library receives a cash award of €1000 (A$1590) for placing second, along with airfare, lodging and registration for the IFLA World Library and Information Congress’ general conference, held in Kuala Lumpur in August.

Fifty-six submissions were received from around the world for the award, including 35 academic libraries and 21 public libraries.

To find out more about the award, and see a full list of winners, see the IFLA website.

 

Category: Library news