For the first time, the UK’s leading family reference publisher Dorling Kindersley will be taking all marketing activity online for Christmas 2006, unveiling a complete redesign of the website,, and an extensive Christmas online campaign targeting DK’s key consumers.

The innovative Christmas campaign consists of two elements – an online Christmas gift guide, and a viral campaign based on a “Christmas Gift Tree”. The former at created by online marketeers Zinio and launched on 30th November, links through to offering users a ‘3 for 2’ offer on 100 gift books for the festive season, with a page turning virtual gift guide. Designed with DK’s core consumer in mind – ‘30-something’ women, grandparents, mums and aunties buying gifts for family members – the sampler has the appearance of a women’s lifestyle magazine, containing ideas for specific people (foodies, cool kids, home lovers, globetrotters etc), plus extracts and ideas from DK books. The sampler will be sent as a newsletter to over 1 million women sourced from consumer lifestyle data and magazine newsletter databases such as handbag, 50 connect and New Woman, and gives DK the opportunity to track consumer behaviour, click throughs and sales. Catherine Bell, Director of DK Marketing & Publicity says, “This is the first time our Christmas campaign has been online only. It’s a great way to engage directly with our core market, giving them inspirational gift ideas and offers, and driving traffic to Most importantly it’s measurable, unlike previous offline advertising campaigns. We have also partnered with, the UK's number one online photo service, to give gift guide users 25% off their first Photobox order and in return are mailing 420,000 Photobox newsletter members.”

The viral campaign, created by Wheelhouse Creative and launched on 10 November, encourages users to get together with their friends to create their own online “Christmas Gift Tree” at The more friends that sign-up to the virtual tree, the more decorations that appear and the greater the saving everyone in the group receives on DK books. The viral will be seeded via a targeted list of 150,000 people based on a profile of the DK core consumer.

DK has also unveiled a complete redesign of its website replacing the colourful style of the old site with a sleek and modern design, which aims to improve site navigation for online book buyers. The new design allows the books to be the main focus of the site, whilst the more functional parts of the site offer quiet and intuitive navigation for users.
DK has been working with a User Centered Design Agency to test how various users responded to, redesigning the site based on their experiences and retesting the new designs.

Faye Hellon, Online Marketing Manager says, “Our main objective when redesigning was to create a consumer-centric site that really showcased our books, and feedback suggests the user experience of browsing and buying on is vastly improved.
Our viral Christmas marketing campaigns are designed to drive traffic to the site in the run up to the festive season, and offer us a fun way to engage new users whilst raising awareness of Dorling Kindersley books as the perfect Christmas gift.”

For further information please contact Serena Stent on 020 7010 3553, or by email

Note to Editors:

About Dorling Kindersley
Founded in 1974, DK, a member of the Penguin Group, a Pearson plc company, is the visionary book publisher renowned for pioneering a distinctive, highly visual style in its books for adults and children. DK has established a worldwide reputation for its innovative non-fiction books in which words and pictures are closely integrated to present information with unrivalled clarity.

About Wheelhouse Creative
Wheelhouse Creative is an award-winning creative agency based in West London. Founded seven years ago by Rob Robinson and Steve Villiers, Wheelhouse works with clients across all business sectors, taking intelligent creative thinking to create outstanding communications solutions across all media channels. Clients include The Times, Yahoo!, Betfair, Enjoy England, Seriously, Disney, London Capital Group, GlaxoSmithKline, Tesco.

About Zinio
Zinio Systems is the market leading global provider and retailer of digital publishing products and services offering complete turnkey solutions. Zinio has delivered over 55 million publications since launching in 2002.

Published on: 12:00AM on 30th November 2006