Did you know?
Mills & 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 & 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.
So right from the start, Mills & Boon recognised the cultural importance of libraries. They’re delighted to demonstrate their continued support, extending the success of last year’s #LoveAtTheLibrary campaign to deliver the love of reading to everyone, particularly those who don’t have access to a static library.
Running from today (6th) to 20th February, 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 & 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.
Being an incurable romantic myself, I love that the four books in the campaign offer something for everyone – from passions of the past to romance in intoxicating locations.
- 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
- 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 & 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.”
With the demise of libraries, I feel this is going to be an important campaign!
Follow the campaign with the hashtag #RomanceOnTheRoad on social media. I’m looking forward to seeing the photos in celebration of mobile libraries. If one visits you, you’re welcome to tweet me!