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Nook Media has signed a multi-platform partnership with ESI Media, the commercial department of the London Evening Standard and the Independent, to build on last year’s Get London Reading initiative.
The partnership will include sponsorship of the Best Play accolade at the Evening Standard Theatre Awards and will build on last year’s campaign, which saw a read-a-thon take-over of Trafalgar Square in which a number of West End shows performed in front of an audience of around 20,000 people. This year’s activity will help highlight the importance of reading in creating the next generation of theatrical talent, from actors to playwrights, the company said.
Colin Eustace, general manager, Barnes & Noble S.à.r.l, said:“As the Nook brand grows in the UK it is important that we continue our commitment to help promote the cause of literacy among children, and our latest partnership with the London Evening Standard is an important part of that commitment. Instilling a love of reading in children opens up new opportunities for them and will help inspire the next generation of theatrical talent in this country. By centering this campaign around the theatre and bringing West End talent to London schools, we’re excited to help inspire as many children as possible to become lifelong readers.”
Jo Aves, head of Strategic Partnerships, ESI Media, said: “We’re delighted to partner with Nook again after such a successful campaign last year. The strength and depth of our multi-platform proposition means we’ve been able to build upon last year’s campaign in new and innovative ways, extending Nook’s messaging and the momentum of the campaign.”
Actress Cush Jumbo, winner of the Burberry Emerging Talent Award at the Evening Standard Theatre Awards 2013, will visit a London primary school to read to children using the new Nook GlowLight e-reader. There will be further visits from stars of the big stage along with London Evening Standard owner, Evgeny Lebedev, to schools during the campaign.
The joint campaign will include a free e-book offer and other special co-branded promotions, alongside display advertising campaigns across the Evening Standard’s print and digital platforms.