If your cause is the best kept secret in town, are you creating the secrecy?  I passed a bookstore in the airport last night and wondered what was the point of this marketing campaign.

Is the point to sell a book?  Then what it the title and who is the author?  Is the intention to hook a customer into a frequent buyer program?  Is the concept that creating a veil will encourage a potential buyer to pick-up the book and remove the temporary jacket?

I am not sure what the outcome of this campaign will be but I felt more confused than inspired.  How do you remain certain that your efforts are creating transparent communications?