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W H Smith is to have special "greeting gates" across its 557 high street stores from next month as part of the Times and Sunday Times' Books for Schools campaign.
The campaign launched at the weekend with the first tokens available in the most recent issue of the Sunday Times. These tokens can be redeemed for free books. Collectors of the tokens can choose from 170 titles selected by Scholastic Book Clubs and the Times.
The campaign was backed with television advertising during last weekend, with further ads running in the week commencing 25th January. W H Smith Travel stores in London's Waterloo and Victoria train stations will also have promotional signage from Monday. A further 40 A3 posters will be
distributed among the rest of the travel chain.
Both the Times and Sunday Times will run their own advertisements throughout the campaign, with a full-page ad featuring in the 23rd January edition of the Times Educational Supplement. There will be four pages of editorial in this Saturday's Times and a "Book Monster" cartoon in Young Times running tomorrow. The Times has been running a Name the Book Monster promotion this week for the chance to win £1,000-worth of books for a school.
Other promotions include:
Radio
The Talksport Breakfast Show is running a competition on air every day since 12th January until 23rd January to win five sports autobiographies in conjunction with the Books for Schools campaign.
Magic FM is running a Winning Weekend Promotion on 17th and 18th January with a chance to win £500 for the family and £500 for the school. The station is also making the School Run Request on air from Monday 19th January until mid-April.
Bauer and Global Radio Stations have 17 regional stations pre-promoting the Books for Schools campaign ahead of launch and will be running competitions from Monday 19th January with cash prizes for local families and schools.
Businesses:
The Adopt a School scheme encourages businesses to 'adopt' a local school and collect tokens from the papers on the school’s behalf. The business will then donate the tokens to the nominated school and the school will be able to exchange the tokens for the Books for Schools books for their library, in line with the campaign.