Macmillan Children's books is launching an integrated TV, press and SMS campaign - Macmillan Children's books, part of Pan Macmillan, the global publishing group, today announced that to promote the release of its fifth series of 'The Princess Diaries' it is launching an integrated TV, press and SMS campaign to appeal to its existing loyal Princess text club and to attract budding princesses. Macmillan has again enlisted the help of Flytxt, the leading provider of technology and expertise for mobile marketing and interactivity, to handle the campaign's wireless elements. The campaign will launch on 5th September, in advance of the release of Princess Diaries 5.

A television advert on Nickelodeon will invite viewers to text in to enter a prize draw to win £500 Topshop vouchers, the perfect prize to help transform readers into real Princesses! Following this any users not already subscribed to the Princess Diaries Princess Club will be invited to join.

The campaign will primarily aim to raise awareness of 'The Princess Diaries' amongst its existing club members and the target audience of 12+ years old girls, as well as instil the 'Princess Diaries' values of sassiness, intelligence and fun. The club will also aim to create a buzz around the launch of the new series and encourage readers to buy. Macmillan Books will be growing the current Princess database for future SMS activities.

To enter the draw, readers can sign up via adverts in Mizz, Sugar and Shout or by responding to the television advert on Nickelodeon, or by participating online. New princesses text in the keyword advertised followed by their date of birth to enter. Girls under the age of 12 will need written parental consent to join the club.

The 'Princess Diaries Princess Club' interactive SMS club was launched in August 2002 and since then has built up a loyal following. Princess 4 became number one on the bookseller bestseller chart two weeks after publication- knocking off Harry Potter for the first time in two and a half years! Macmillan is hoping to repeat this huge success for a second year.