Galaxy had established itself in the rituals of female
indulgence, but over three years had developed a specific tie with
the indulgence of reading - a time when women can get away from the
world and indulge their imagination.
The long term strategy started as 15% of the budget activation
and has developed into the mainstay of brand communications,
inviting women to "unwind with a good book". Galaxy built
partnerships with UK publishers, TV presenters Richard and Judy,
retailers ranging from supermarket Asda to bookstore Borders. The
deals with publishers mean that there are currently at least
26m books in circulation that bear the Galaxy brand on the
front cover. Galaxy started to sponsor book clubs and appear inside
and on the covers of books, often featuring alongside book
advertising from retailers in all media. This way, Galaxy could
thrive alongside the continued growth of reading for women in the
UK. Galaxy also sponsored the British Book Awards - the only award
that gives the public a say in the selection of winners.
The strategy has contributed to Galaxy's 20% year on year
growth.