Romance is not dead as Mills & Boon wins marketing award

From The Bookseller:

At last night’s The Bookseller Industry Awards, Harlequin UK won the Nielsen Marketing Campaign of the Year award for Mills & Boon New Voices. The primarily online campaign, hosted at and managed by Harlequin UK and Midas PR, was an international search for talented new Mills & Boon authors.

The campaign attracted over 1.2 million page views to, over 10,000 comments from fans, and over 800 5,000-word entries. The winner, Leah Ashton, will be published by Mills & Boon later this year, and the publisher also plans to run a New Voices 2011 competition.

Midas PR was influential in reaching out to bloggers and creating viral content for the campaign, including Blogger packs, a series of ‘top tips from editors’ videos, the London’s Largest Love Letter launch stunt, and delivering an integrated campaign with online and traditional media coverage. 

‘The results speak for themselves,’ said one judge. ‘The panel felt the campaign’s stand-out stunt was London’s Largest Love Letter, which saw members of the public write love notes, which were then used in a viral campaign to drive traffic to the website. Ultimately, this contributed to Mills & Boon increasing the number of names on its email database by 5,000.’
Other winners from last night’s awards include Quercus, which was presented with the Bonnier Publishing Publisher of the Year Award. Sainsbury’s was honoured with the Martina Cole General or Chain Bookselling Company of the Year Award after reinvigorating book zones.

London independent Tales on Moon Lane was a double winner on the night. The indie bagged the Walker Books Children’s Independent Bookseller of the Year, while employee Georgina Hanratty won the HarperCollins Sue Butterworth Young Bookseller award – the latter gong was jointly given to Micha Solona from Blackwell’s Royal Bank of Scotland shop in Edinburgh.

For more information about Harlequin UK and Mills & Boon, contact [email protected]