Mondadori Store, Italy’s biggest chain of bookstores, with 600 outlets, is launching a new communication campaign, on the air from 20 November.

Having inaugurated its re-launch plan, Mondadori Retail is continuing to reinforce and consolidate the brand with a high-impact TV, radio, web, outdoor video and in-store national communication campaign, in an all-round retail identity operation.

The diversified cultural offer of the Mondadori Store – places designed to provide inspiration and ideas; from books and technology, to music, films and gifts – is at the core of the creativity by the agency Attitude Communication.

To the sound of Buonamore, a track from the latest album by singer-songwriter Alberto Fortis, Do l’anima, the digital collages by illustrator Pierluigi Longo recreate a rich and imaginative dimension that invites the viewer to discover a “world of culture and emotions” – the pay off – of the Mondadori Stores.

The advertising campaign, with 20” and 15” TV commercials and a 15” radio spot, involves an institutional figure based on two themes devoted to special Christmas promotions.