STATIONERY HITS A NEW HIGH
Posted by Chris Leonard-Morgan
This year’s National Stationery Week and ‘Writing matters’ campaign achieved record levels of coverage and consumer engagement, including being tweeted about on Mount Everest on World Stationery Day! Audience reach – excluding retailer online activity and in store traffic – was more than 100% up on last year, and exceeded 100 million for the first time.
Organised by the London Stationery Show, it was sponsored by BIC, Maped Helix, Nuco International, Sheaffer and Staedtler (UK).
The week saw major names such as John Lewis, Paperchase, NotOnTheHighStreet, Smiggle, The Pen Shop, WHSmith, Amazon and Smythson as well as independent retailers including Calliope who more than doubled their previous weekly takings, getting involved in store and online with special promotions and sales activity.
Consumer media coverage was at a record level with coverage in the Daily Mail, Daily Express, The Independent, Sunday People, Stylist, Huffington Post, Tesco Magazine, Metro, Yours magazine and Red.
“The myth that writing by hand and stationery products have been killed off by the digital revolution has been well and truly laid to rest” says organiser Chris Leonard-Morgan. “Nothing could be further from the truth.”
Social media plays a major part in the success of National Stationery Week which trended on Twitter on three different days. Celebrity tweets from Sarah Millican, Christian O’Connell, Jeremy Vine and Theo Paphitis gained the interest of their combined 3m+ followers. Retailers involved online included Laura Ashley, Hobbycraft, Bureau Direct, Whittard of Chelsea, Ted Baker, The Works and Moonpig and were among a plethora of retailers posting about the campaign.
DJ Simon Mayo reported on National Stationery Week three times on his afternoon DriveTime Show which has a daily audience of 15 million. BBC Radio 2 set up #stationerysongs on the DriveTime show, which trended on the second day.
Other initiatives included the Stationery Blogger of the Year Award, National Stationery Week’s new partnership with Explore Learning and sponsorship of their Young Writers’ Award, and the establishing of a ‘Why Writing matters to…’ campaign. Those featured included Waterstones’ Managing Director James Daunt, Minister of State for Schools Nick Gibb MP, singer and radio presenter Janey Lee Grace, Paperchase COO David Bateman and award-winning designer Michael Salu.
On top of all this, a major boost was provided for the ‘Writing matters’ campaign by the results of YouGov research commissioned by National Stationery Week into the importance of writing by hand among adults and children. 94% of adults and 91% of children aged between 8 and 15 think it is important to be able to write by hand, while 86% of business managers expect job applicants to be able to write by hand as well as use a keyboard.
This press release was posted on Tuesday, July 5th, 2016.