News International revives 'Books for School' promotion

LONDON - The Times is bringing back its 'Books for Schools' campaign after a four-year absence. The promotion previously ran from 1999 to 2004, during which time more than 6m books were given to British schools; 98% of primary and secondary schools were registered with the scheme.

For the new campaign, The Times and Sunday Times are partnering with Scholastic Book Clubs, which has complied a list of books for children aged between 3-14 with titles by leading authors including Jacqueline Wilson, Michael Rosen, Charlie Higson, Axel Scheffler and children's classics by CS Lewis and Roald Dahl.

A major in-paper promotion for Books for Schools will start in January and run in three 12-week bursts to coincide with each school term. Tokens will appear daily. The campaign will be supported by TV advertising, editorial features and token-collection packs for participating schools.

Katie Vanneck, interim managing director, digital and new business, News International, said: 'Books for Schools creates the opportunity for young people to discover new books and find writers that inspire them. It a key element of our ongoing Times Education programme which is designed to help to make learning fun.'

Further details of the scheme are available at www.freebooksforschools.co.uk or www.times-education.co.uk.

 

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