Well-read staff star in Dymocks campaign Dymocks' latest ad campaign showcases the passion of its staff for particular book genres. BOOKSELLER Dymocks has launched its first major advertising push for several years featuring staff that are experts in particular genres to showcase the customer service that brings Australians into book stores. Featuring the tagline "Learn something new every day," the campaign will run in print, TV, cinema, catalogues and retail, as well as social media and ongoing email communications to Dymocks customers. Dymocks managing director Steve Cox said six or seven Dymocks staff who were passionate about particular book genres were selected to feature in television commercials, created by agency Creative Oasis, to showcase "the well-read people of Dymocks." "We cast across Australia to find real-life stories of people that work in our stores, people who are interested and crime, fantasy and so on," Mr Cox said. "Based on the feedback from our customers every single day, range is really important, people love browsing, they love the recommendations from our team and the advice and the service they receive," he said. Mr Cox said the fact the locally-owned chain's customers were great readers made print advertising an essential part of the media mix. "We target the socially aware and visible achievers in the Australian market - they're big readers, of books and newspapers," he said. Cinema advertisements will run in conjunction with selected film adaptation releases such as The Butler, Wolf of Wall Street and The Book Thief. The momentum in the retail sector appears to be in etail - particularly to overseas sellers such as Amazon. Mr Cox says online sales are important to the chain, which also offers etail kiosks in store with free delivery. He estimates 30 to 40 per cent of all sales are "touched" by the online environment. But Mr Cox said the feedback was that stores, most of which are operated by franchisees, helped people make better choices. Dymocks has a 130-year heritage in Australia and is now privately held by John Forsyth, a member of the founding Dymocks family. It has 81 stores - 70 in Australia and 11 in Hong Kong - down from 83 earlier this year, and is experimenting with pop-up stores including one in Sydney's Eastgardens shopping centre in Pagewood.