Galaxy - the new sponsor of the British Book Awards

"GALAXY CHOCOLATE is to be the first title sponsor of the British Book Awards which will now be known as the Galaxy British Book Awards. The company already has a well-established association with the pleasure of reading, and now has plans to devote up to £1m on marketing the Awards, with the aim of promoting reading far beyond the Book Awards and encouraging mass-market footfall into bookshops and libraries.

Galaxy has conducted marketing campaigns that celebrate curling up with a good book, and has worked with Borders, where customers received free Promises bars, and HarperCollins, with which it collaborated on The Devil Wears Prada. Galaxy also supports Richard & Judy’s Summer Read and the forthcoming Christmas Books show.

“We are delighted and very excited by the link we have established between Galaxy and reading with these prestigious Awards,” said Xavi Pons, Galaxy’s Marketing Manager. “It takes our reading campaign to an entirely new level. It is not only about the Awards themselves, but also about the promotion of reading as a key female activity, associated with enjoyment and relaxation, to the mass market. It is a cause in which we are prepared to make a considerable investment.”"

Full article at Publishing News.

I'm pleased to see promotion of reading though I'm inclined to believe that men need more encouragement to read than women but maybe they don't buy as much chocolate.