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UK's leading publisher of
romantic fiction returns to roots, taking #RomanceOnTheRoad for Valentine's Day
RUNNING until 20 February 2017, across
more than 70 mobile libraries, the #RomanceOnTheRoad campaign celebrates the
mobile libraries that make the joys of reading available to those unable to
reach a library.
Mobile libraries participating in the Valentine's campaign will create
eye catching Mills and Boon displays, which will be shared on social media using
the hashtag #RomanceOnTheRoad, with the most creative winning books and
chocolate hampers. Five mobile libraries have been specially selected to be the
Fabulous Five, decked out, with #RomanceOnTheRoad themed vehicle stickers, a sash
for their driver and exclusive Valentine parcels for their valued readers.
Mills and Boon sells more than 200 million novels a year around the globe, but its
success is rooted in the mobile library where Charles Boon worked before
co-founding Mills and Boon in 1908. Working with the mobile library, Boon learnt
what his market wanted and developed a brand that was not only awarded special
status in WW2 for its morale boosting benefits, but has continued to be loved
the world over today. From the start Mills & Boon recognised the cultural
importance of libraries and are delighted to demonstrate their support,
extending the success of 2016's #LoveAtTheLibrary campaign, to deliver the
love of reading to everyone, particularly those who don't have access to a
static library.
The campaign features four books from the most popular Mills and Boon genres to
offer something for everyone; from passions of the past to romance in
intoxicating locations; and to deliver love right to their door in time for
Valentine's Day. Books featured include:- Vows They Can't Escape by Heidi Rice,
Miss Bradshaw's Bought Betrothal by Virginia Heath, A Forever Family for the
Army Doc by Meredith Webber and Winning the Nanny's Heart by Shirley Jump.
Lisa Milton, Executive Publisher at Mills & Boon says:- "We're really
excited to be working with The Reading Agency once again, particularly on this
campaign to recognise and reward the work of mobile libraries. Decades ago,
Mills & Boon used to advertise libraries in their end pages so it's fantastic to
be part of a modern and interactive way to continue spreading the word about the
great work libraries do. Growing up I visited my mobile library every week on
Friday after school, even now I can remember climbing up the steep steps into
the van, the joy I felt when the librarian handed me a book I'd ordered, that
unique sound of the book stamp as the book became yours. In the mobile library,
I found romance, and I will always cherish that gift."
Karen Brodie, Head of Adult Reading and Publisher Relations at The Reading
Agency, comments further:- "A partnership like this with Mills & Boon and
public libraries is so important to help us engage more people in reading.
Reading for pleasure has enormous benefits for our wellbeing and, after the
success of last year's #LoveAtTheLibrary campaign with Mills and Boon, we're
very excited to go on the road with mobile libraries this year to reach even
more people, and inspire a love of reading."
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