26th and 27th São Paulo International Book Biennial – 2022/2024
How to overcome the unbeatable
After years managing the communication for the Official Press of the State of São Paulo, one of its directors—Fernando Piccinini, author of several books and advisor to the Mario de Andrade Municipal Library—and a team of passionate book and cultural life enthusiasts, became the sources of energy and inspiration that led us to compete for the communication of the 26th São Paulo International Book Biennial. This event, part of the city’s official calendar, was held from July 2 to 10 at Expo Center Norte.
We were unanimously chosen as the agency by a committee formed by editors, communicators, and managers from the Brazilian Book Chamber.
Our communication platform was born from the following insight:
“No reader is the same after finishing a good book.”
Good books—physical or digital—have the power to transform and enrich men, women, and children, whether through the knowledge they acquire or the emotions they convey.
Our idea for the campaign was to make readers reflect on this and to show the importance of the Book Biennial through communication that, like any good book, adds something meaningful, is inspiring, motivating, and inviting. A simple, impactful, and very direct message, as all good communication should be. And one that carries the same strength both offline and online.
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Thus, our theme was born:
“EVERYONE LEAVES BETTER THAN THEY CAME IN”
An infinite path of creative possibilities emerged, supported by striking and diverse visuals. Concepts like “You enter Clarice and leave Lispector”; “You enter William and leave Shakespeare”; “You enter Maurício and leave de Sousa” (famous Brazilian author focusing the children), were publicized across online and offline media with great acceptance by both the visiting public and exhibitors.
The media strategy and tactics, considering the limited investment available, were meticulously crafted to reach the right people at the right time, focusing on results and minimizing waste. Digital media was prioritized, without neglecting the importance of its combination with offline media. The plan included Google Search, programmatic media, Facebook/Instagram ads, and TikTok news feed. Offline, radio and out-of-home media were used, with excellent coverage through street clocks.
Rino was also responsible for publicity through a press office, whose strategy was to secure high-value (and expensive) media spaces, resulting in a 700% higher clipping value compared to the 2018 edition.
According to research conducted by SMTur/Observatory of Tourism and Events of SPTuris 2022, 94% of respondents fully agreed with the concept adopted by the Book Biennial. This concept was so well received that it would carry on with new developments for the 2024 event.
And so it was.
In 2024, despite record-breaking figures, a new competition was held by the Brazilian Book Chamber, ensuring complete transparency and compliance. Once again, Rino & Partners emerged as the winner, going even further in its creative and conceptual proposal.
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
Our Results:
With the theme: “WHO READS MAKES GREAT FRIENDS”, a new campaign was created, also taking advantage of the new venue, as the Biennial moved from Expo Center Norte to fully occupy the Anhembi District, making this Biennial the largest gathering of book lovers in the Southern Hemisphere. A campaign that was literally gigantic, with live interactions by graphic artists engaging with the public, establishing communication channels between readers of all ages, authors, publishers, events, and debate panels. “For 10 days, the Biennial became the best place in the world to be,” according to Fernando Piccinini, once again the mastermind behind this campaign.
And what seemed impossible happened.
The numbers of the Biennial and the importance of the 2024 event surpassed those of 2022.
Starting with the opening ceremony, which saw the active presence of President Luiz Inácio Lula da Silva and many of his key Ministers. The numbers below summarize what was the largest Book Biennial ever held:
Visitors: 722,000
Average ticket value: R$ 208.14
Online ticket purchases: 96% of tickets
Incentive actions – Book vouchers: R$ 7 million
Incentive actions – Cashback: R$ 3 million
Number of books: 3.65 million
Publishing labels: Over 500
Total occupied area: 75,000 square meters
Exhibitors: 227 exhibitors
Cultural spaces: 13
Hours of programming: 2,000
National authors: 683
International authors: 33
School visits: 90,000
For the first time in the history of the Book Biennial, tickets sold out, with sales ending before the event’s conclusion.
Some data from the research conducted by SMTur indicates that 90% of visitors were fully satisfied with their experience at the Biennial, and 96% plan to return for the 2026 Biennial.
Thus, a new benchmark has been set, one that will certainly be surpassed through the harmonious and united teamwork, as has been demonstrated in these past two editions.
