Galaxy smooths way for book stars

Mars UK is spending £1.5 million on sponsorship of the 2008 Galaxy Book Awards.

The deal will include a TV ad campaign, press ads in the national press, online and PR activity. Mars will also be running a nationwide Book Crossing initiative from this month offering consumers the chance to read the award's shortlisted titles.

The books will be labelled with a Pick Me Up sticker and left in public places for people to find, read and put back for someone else to find. Readers will be encouraged to leave thier comments about the book on a Galaxy-branded Facebook site.

Trade relations manager Bep Sandhu said: "Alongside traditional media, by tapping into the Facebook and social networking phenomenon we are capturing a huge segment of our target audience and promoting the reading message to chocolate lovers across the UK."

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