| Macmillian launches major Princess Diaries offensive |
| Sunday, 31 August 2003 | |
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Precision Marketing September 2003 - Macmillian Children's books, part of global publishing group Pan Macmillian, is embarking on its biggest campaign to date to promote the release of the fifth in the series of The Princess Diaries and bolster its database. The campaign comprises TV, press and SMS activity. It aims to appeal to both loyal Princess text club members and attract new ones.The TV ads, which will appear on Nickelodeon, invite viewers to text in to enter a prize draw to win £500-worth of Top Shop vouchers. Respondents not already subscribed to the Princess Diaries Club will be invited to join. All SMS activity is being handled by Flytxt. Press ads running in titles such as Mizz, Sugar and Shout will also carry the competition. The push is designed to raise awareness of the series among its target audience of girls aged over 12. The campaign builds on the success of last year's initiative and marks the first time Macmilliam has added TV to the mix. Macmillian Children's Books marketing director Viviane Basset says: "The campaign is designed to encourage teenage girls to make reading a part of their life. It aims to get them interested in reading in a way they wouldn't expect. © Copyright Flytxt Ltd 2006. Unauthorized use of any content constitutes a material breach. |
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