Booktopia has unveiled a nationwide advertising campaign under the slogan 'The Books are back at Booktopia', aimed at positioning Booktopia as 'Australia's Home of Books'. The campaign is part of a broader strategy to rejuvenate the Booktopia brand and establish it as the preferred destination for book lovers in Australia.

The initiative is led by Sina Clayton, Group General Manager at Booktopia, and Kyle Ross, Head of Strategy at TRP.

"With a nationwide campaign, we remain dedicated to reviving this iconic Australian brand. At the heart of what we do are our customers and authors; we want Australians to see Booktopia as their true Home of Books-a place where every reader can discover their joy and the literary world can continue to thrive," said Clayton.

The campaign will be multi-platform, featuring out-of-home, radio, broadcast video on demand, and online news portals. It is timed to reach book lovers and gift shoppers nationwide ahead of the festive season.

The creative and media for the campaign is handled by TRP, with a team that includes Ian Ross (Managing Director), Donna Ross (Media Director), Kyle Ross (Head of Strategy), Steve Jemison (Digital Performance Manager), Margaret Hooper (Producer), Tom Markovich (Head of Creative), Kristen Lambert (Art Director), and Chas Bayfield (Copywriter).

"The strategy for Booktopia centres around reclaiming the title of the nation's go-to destination for everything book-related. The core of the creative strategy is to establish a playful, engaging tone that speaks directly to book lovers, reflecting the quiet satisfaction that comes from reading," Ross explained.

Booktopia was salvaged out of administration in August by a business duo with links to Australian consumer electronics retailer digiDirect. The Transaction enabled the immediate resumption of trading for the Booktopia business, which the trio described as a vital part of Australia's publishing industry. The Purchasers also confirmed their intention to hire over 100 employees, with former Booktopia staff encouraged to rejoin the group.

More than 165 staff were made redundant within a week of Booktopia appointing voluntary administrators on 3 July, leaving a reported 18 in the business while the process of finding a new buyer has occurred.

However, the administrators said the sale price, which was not disclosed, was not enough to provide a return to shareholders. In its first creditors meeting, it was estimated creditors were owed $60m, while outstanding orders were worth $12m.