Barnes & Noble today introduced a new advertising campaign for its Nook eBook Reader. The company says the campaign, which was developed by Barnes & Noble with Merkley and Partners, an Omnicom company, includes Barnes & Noble’s first television spots in more than a decade. The TV ads will be complemented by radio, print and online ads.

The new campaign will highlight the portability of books, with the slogan, “take your story wherever you want it to go.” At the center of the campaign is “My Story,” a 30-second television spot that portrays a Barnes & Noble customer from childhood to adulthood and the stories that facilitate her love of books from physical to digital format.

The spots close by encouraging viewers to find Nook at “your local Barnes & Noble,” online or at Best Buy retail locations where the Nook is displayed starting this week.

The national campaign starts to roll out today with spots airing in major markets during network shows in multiple day parts including American Idol, Dancing with the Stars, Good Morning America, House, The Today Show, 30 Rock, and on cable networks including A&E, Bravo, E! and others.

The new campaign comes on the same day that Amazon announces it will begin selling its Kindle eReader at Target stores.