Penguin Random House UK and taxi ordering app Hailo have partnered on a new scheme which will see free physical and audiobooks given away.
Free books will be left in cabs which use the Hailo service, under the #BlackCabBooks scheme, while audiobook extracts will be available through the app itself. The new promotion has launched today, World Book Night (23rd April), where people are encouraged to spread the joy of reading by giving books.
Titles available include Andy Weir's The Martian, Rachel Joyce's The Unlikely Pilgrimage of Harold Fry, and Roddy Doyle's Dead Man Talking, a Quick Read given out for World Book Night.
Ruth Spencer, acting head of digital marketing and partnerships at Penguin Random House UK said: “We are always looking for innovative new ways to help readers discover our incredible range of authors. As a generation, we’ve never been more connected and as a business we’re working harder than ever to capture our audience’s attention. We hope this experiment will help us connect our authors with as many readers as possible without them having to move a muscle and encourage people to spend more time enjoying the stories, ideas and writing that matter.“
Gary Bramall, chief marketing officer at Hailo, said: “Our core mission is to improve travel and make life better for our customers. We believe in the joy of reading, something many of us don’t get the time to do in our busy lives. We’re really proud to be able to offer free books to our passengers thanks to our friends at Penguin Random House UK.”
Passengers are encouraged to share there experience of finding the books on social media using #BlackCabBooks. People are encouraged to return the physical books to cabs once they have read them. Audiobook extracts will be available for six days, with a different title becoming available each day.
Rose Goddard, project manager for World Book Night said: “At The Reading Agency we believe that everything changes when we read, and World Book Night is a crucial part of the work we do to encourage those who may not already read to begin their own reading journey. We’re very happy that Hailo and Penguin Random House UK will be sharing some brilliant books with people who might not otherwise encounter them on World Book Night, and along with our huge network of volunteers will be helping to inspire countless reading journeys as these stories are shared and passed on.”