On September 14, “Books Are My Bag,” a national campaign [5] to promote bookstores in the United Kingdom and Ireland, is set to launch. More than a quarter-million cotton bags and other promotional materials with the brand message will appear that day in U.K. and Irish bookshops, and stores will host parties and events. The campaign was created for the Booksellers Association of the United Kindom and Ireland (BA) by advertising agency M&C Saatchi.

“The concept is so simple,” said Tim Godfray, chief executive of the Booksellers Association of the UK and Ireland, adding that the goal of Books Are My Bag is to “increase awareness of the importance of bookshops.”

While bookshop customers who use the bags while shopping and traveling around town will become the main ambassadors for the bookshops they care about, another major element of the campaign will be a photo gallery featuring more than 100 authors and celebrities holding or using the bags bearing the “Books Are My Bag” slogan.

In addition to the campaign bags, BA members will also receive a free POS Starter Pack, which includes window clings, bookmarks, posters, balloons, bunting, and more. From a dedicated website, they will also be able to download images for use in stores and on websites and social media, as well as template invitations, press releases, Q&A’s for the media, and other materials. The site will also allow consumers to find events hosted by their nearest local bookshops.

The “Books Are My Bag” campaign will run through Christmas 2013.