New Scientist is the world’s number one publication covering all aspects of science and technology. Based in London, it publishes weekly English-language editions in the United Kingdom, the United States, and Australia. Launched in 1956 as a print magazine, it now spans digital editions, an online learning platform, video channels and a podcast. Like many magazine brands, the holiday season is a key time for attracting new subscribers and selling gift subscriptions. Our brief was to devise a campaign concept to attract new readers, retain existing readers and promote gift subscriptions.