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?