Soup won the account following a four-way pitch, and the new site is set for launch in early 2008. It will include functionality that ensures book recommendations are intelligent and based on specific user activity and interests. Parents, teachers and carers will be invited to contribute to forums and reviews while children will be encouraged to share their thoughts.
"In redesigning the site, we aim to provide a fresh and simple experience for today's parents and teachers. People come to our site to buy books, so we need to make that process as straightforward as possible, whilst providing relevant, reliable information and advice. We want to talk directly to our users, understand their needs and respond to those. In the same way that these needs and concerns are constantly evolving, so too must our site," said Joanna Galvin, online marketing editor, Ladybird Books.
Galvin added that the publishing industry is now "very aware of the need to invest more in digital", as people are spending more time online. Ladybird's new web site will be the starting point for further digital activity, including more personalised email marketing.
As well as improved browsing functionality, the site will focus on interactivity and user contribution. The site's new design will aim to reflect a fresher image for Ladybird, with a modern, parent-friendly approach that has the child at the heart of it. The publisher is also set to launch a minisite for Vintage Ladybird books. This marks a separate promotion supporting Ladybird's first book for adults, targeted to a generation that grew up with Ladybird books. The look and feel will play heavily on nostalgia around the Ladybird brand.
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