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Books for Promotions

Stories for life Penguin books is an iconic, globally recognisable and respected brand. Defined by our diversity and ambition, we continue to set the pace across the board. At Penguin we have a book for every stage of life which we can work with in creative new ways to create eye-catching promotions and exciting new partnerships. 99% brand recognition across the book buying public PENGUIN



Penguin has some of the most recognisable authors and brands in publishing. Including our renowned Penguin Classics, Ladybird, Puffin, Peter Rabbit, Jamie Oliver, Clare Balding, Peppa Pig, Roald Dahl, The Snowman, Nick Hornby and John Green to name a few.



is the Creative Sales and Marketing team at Penguin Books. We specialise in: • Consumer Brand Promotions • Corporate Gifts • Luxury Editions • Retail Exclusives • Media and Entertainment Partnerships • Exclusive Books for your Brand • Audio Download Promotions We can call upon our celebrated authors and brands to assist in creating award-winning campaigns, successful sales promotions and the perfect gift or limited edition books to fit any brief.


In 2015 we joined with McDonald’s UK to bring the extraordinary world of Roald Dahl to life for millions of children through a landmark books partnership. Over the six week promotional period 15.5 million books featuring extracts from Roald Dahl’s most popular stories and brand new illustrations from world famous artist Quentin Blake were distributed as part of McDonald’s Happy Meals. Eight books were created drawing on the expertise of Penguin Random House, McDonald’s, the National Literacy Trust and the Roald Dahl Literary Estate. McDonald’s also gave away £1 book vouchers for WHSmith in the UK or Eason in Ireland, and Dahl themed Happy Meal boxes included codes which parents could use on Kobo. com to download a free eBook. A new App, designed to bring to life each story through sounds and animations and using innovative voice activated technology, was also launched. The promotion was supported with a national TV advert, exciting radio, digital and social media marketing as well as themed activity days across 300 restaurants, engaging families with the books.

Partnerships Case Study: Roald Dahl with McDonald’s

The Penguin partnerships team created 135,000 branded editions of Amy Lawrence’s Invincible to sit inside the club’s exclusive membership tins. The book, which documents the prolific team’s greatest season, was customised to meet Arsenals requirements. Re-worked to fit Arsenal’s brief, the new edition incorporated a foreword by Arsène Wenger, a brand new introduction from the author ‘On Being a Fan’ and was completed with branded club artwork. The tins were launched ahead of the 2015-16 season, to incentivise fan membership.

Partnerships Case Study: Penguin Books with Arsenal

In 2015 Kingston University launched their inaugural ‘Big Read’ programme – offering the entire cohort of new undergraduate and postgraduate students (and all faculties) the chance to own a limited edition of Nick Hornby’s most famous novel, About a Boy. 10,000 books were printed for the promotion, incorporating Kingston University branding, a letter from the Vice Chancellor, a selection of questions written by students and reading tips to guide focus groups. A digital copy of the specially adapted text was also created those who find reading print difficult due to dyslexia. Nick Hornby, ‘flattered and excited that [the] novel is now in the hands of 10,000 students’ supported the programme with a series of talks, signings and ‘meet the author’ opportunities. Dr Alison Baverstock, publishing expert and Kingston professor, said ‘Students receiving the book have told us that they felt really valued and welcomed by the University […] we even had to reprint the book to meet demand.’

Partnerships Case Study: Penguin Books with Kingston University

2015 saw the exciting launch of a partnership between Airbnb and Penguin Random House. We created a bespoke and branded edition of Alain de Botton’s The Art of Travel, designed to feature across Airbnb properties to promote the brand and their novel approach to modern travel. Complete with a customised cover and foreword from Brain Chesky, founder of Airbnb, The New Art of Travel is; ‘a reminder to think about where – and why – we travel to make sure that we are going to the places we as individuals need to go.’ 10,000 books launched across the world in August 2015. The new chapter is free to download as an ebook on:

Partnerships Case Study: Penguin Books with Airbnb

This campaign won the Gold Award for on-pack promotions in the IPM 2013 Awards. We worked with McCain on an onpack promotion for their McCain Smiles using our wonderful Ladybird Treasured Tales as rewards. Customers had to collect 2 unique codes and enter them in to McCain’s mini site to choose their book from the collection of 6 Treasured Tales including titles such as Goldilocks and The Gingerbread Man The promotion was supported by ‘Words for Life’ and the mini-site hosted a range of helpful tips for enjoying story time with your children.

Partnerships Case Study: Ladybird Tales with McCain Smiles


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To celebrate the release of the majo r new film, Telegraph reade rs can claim a free copy of Far From the Madd ing Crowd by Thom as Hardy. Hardy’s powerful novel follows Baths a proud working heba Everdene, woman whose life is complicate three different d by men, making her the object of scand and betrayal. Vivid al ly portraying the superstitions and traditions of a small rural community Madding Crowd , Far From the shows the preca rious position of woman in a man’ a s world. Far From the Madd ing Crowd is in cinemas from Friday, May 1, 2015 and stars Carey Mulligan, Matth Schoenaerts, Micha ias el Sheen and Tom Sturridge. How to clai m Take the voucher below to the till point of your nearest participatin g Tesco Express store. Offer ends at close of busin ess on Saturday, April 18, 2015 and is subject to availa bility. To find your neare st participating Tesco Express store, visit tesco .com/storeloca tor/uk



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In April 2015 we worked alongside The Telegraph and Tesco in a joint promotion ahead of Twentieth Century Fox’s new release of Thomas Hardy’s classic novel Far From The Madding Crowd.

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Telegraph readers were able to pick up a free copy of the book for one day only, complete with film artwork and Twentieth Century Fox branding. 1,700 Tesco local stores nationwide offered readers the chance to redeem their book. The promotion was hugely successful and was advertised on the front page of The Telegraph, and across their website and social media platforms.

Partnerships Case Study: Far from the Madding Crowd with The Telegraph

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Telegraph Media Group informed about other Limited and its group compan ies would like to keep offers, promotions know if you would you and services that rather might interest you. Visit not hear from us by  Email Let us  Phone  Post privacy for more  SMS. information. Terms and conditio and is subject to ns: 1. Offer valid until close of busines availability while to one copy of Far stocks last. 2. This s on Saturday, April 18, 2015 From voucher the entitles Madding presented at the the customer Crowd by Thomas till. 4. Only one Hardy. 3. Vouche 5. Photocopied, damage book per voucher r must be per customer per transact Supermarkets, Metros, d or defaced vouchers will not ion. be accepted. 6. Exclude Extras or forecou rt stores. 7. Vouche s Tesco Promoter: Telegrap r worth 0.001p. h Media Group, 111 Buckingham Palace Note to stores: Please Road, London SW1W retain the voucher 0DT. at the end of the from the custome promotion. r and securely dispose of it


We partnered with Jack Wills for a “Back to School” promotion, creating three beautiful bespoke editions of three of our hardback classics. Shoppers were able to claim a free branded edition of the much loved books when they spent over £70 in store. The promotion ran across September exclusively in Jack Wills stores, and was accompanied by Facebook, Twitter and blog activity across the Penguin and Jack Wills channels.

Partnerships Case Study: Bespoke Penguin Classics with Jack Wills

FREE Marian Keyes


With special packs while stocks last

We worked with Lyons Tea on an on-pack promotion with our best selling author Marian Keyes. We created a beautiful bespoke pack sized edition of Marian Keyes’ cookbook Saved by Cake featuring special Lyons Tea recipes. It was sold as an added value exclusive gift on purchasing their 160 bag boxes in Dunnes Stores across Ireland. This was a lovely lasting promotion to reward loyal customers and gain a strong shelf presence amongst their competitors.

Partnerships Case Study: Penguin Cookery with Lyons Tea

My First School Shoes July – Sept 2014

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Ladybird’s 2014 Back to School campaign included a major brand partnership with Clarks for the launch of their first ever ‘My First School Shoes’ promotion. 250k bespoke Ladybird ‘Let’s Start School’ books were created and available free of charge to My First School Shoes customers across 750 UK stores as part of a six week campaign. The campaign also involved the launch of the Ladybird ‘Starting School’ podcast in collaboration with Clarks.


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Partnerships Case Study: Ladybird with Clarks



Penguin worked closely with Coutts to produce a limited run of 600 slipcase editions of Grayson Perry’s fantastic ‘Playing to the Gallery’. The bespoke slipcase featured the artist’s signature and was embossed with Coutts logo in gold foil to celebrate the company’s support of the Grayson Perry exhibition at the National Portrait Gallery, and the ongoing partnership between the gallery and Coutts.

Partnerships Case Study: Bespoke Grayson Perry with Coutts

Combined, Penguin and Reed Recruitment have created the definitive book for job seekers, drawing upon direct input from hundreds of top employers. Reed supported the publication, securing 20,000 copies on publication alongside the strong trade sales across all channels following publication this New Year. The publication was accompanied by a huge television campaign and national media coverage, and has since experienced commercial and critical success that has ensured its place amongst the staple backlist Penguin job guides as a title that will sell year on year.

Partnerships Case Study: Penguin with Reed Recruitment

To commemorate the world premiere of Sue Townsend’s The Secret Diary of Adrian Mole Aged 13 ž - The Musical, Penguin partnered with Curve Leicester to create a one-off version of the iconic diary, complete with show artwork and cleverly incorporating the programme material, including colour inserts of rehearsal images, into the body of the text. In lieu of a regular show programme, theatre-goers were able to purchase the limited edition books throughout performances over the course of Spring 2015.

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Partnerships Case Study: Penguin with Curve Leicester

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Following the launch of Penguin’s Little Black Classics – 80 books for 80p in celebration of Penguin’s 80th birthday – we teamed up with The Telegraph to commemorate the anniversary, offering readers the exclusive chance to purchase all 80 books at once for a one-off special discount. The offer ran repeatedly throughout April 2015, gaining huge support from fans of the collection and Telegraph readers alike. The Little Black Classics celebrate the huge range and diversity of Penguin Classics, with books from around the world and across many centuries. In our 80th year, we are eager to broker more successful partnerships with other interesting and exciting brands.

Partnerships Case Study: Penguin Press with The Telegraph

Opportunities Penguin English Library At Penguin we have a huge range of titles and products that we can work with. The Penguin English Library series includes 100 of the best novels in the English Library in a beautiful paperback format. These books are to collect and share, admire and hold; books that celebrate the pure pleasure of reading. These books can be grouped into various collections to match your brand needs. Previously we have worked with Selfridges to create a bespoke yellow cover edition of ‘The Time Machine’.


Opportunities Merchandise

From books to bags, postcards to passport holders, Penguin has a unique range of eye catching merchandise perfect for promotional use, sampling and events. We are able to create bespoke sets ideal for corporate gifts and have the content and resources to make a truly lasting impression for clients.


Opportunities Digital and Audio Promotions

Wealth of Quality Content Embrace Digital

Simple Delivery

More Visibility

Suitable For


Adult and children’s titles, all with a stellar reading cast to suit every type of listener.

Stay in tune with how your employees, customers or wider market are consuming content.

Customers can redeem vouchers through a branded website to download their digital audiobook. No production, inventory or distribution fees with a fast turn around time.

We can share data on consumer and promotions take up, as well as promoting offers across our social networking platforms.

Corporate gifting, employee rewards, membership incentives, new customer attraction and much more.

Opportunities Buy Back promotions

We can work with your organisation to create bespoke branded books to support a marketing campaign, deliver a corporate message or reward and inform personnel on a national or global level. • The Growth Map • Underground • The Ask Italian • FT Lunch Book Cookbook • Masters of the Post • Alice’s Adventures • Hovercraft Book in Wonderland • The Art of Killzone3


Opportunities Live Events with Penguin Work with the Penguin Live events team who can give access to topselling authors to enliven your events, conference and reward top customers creating truly memorable experiences.

Penguin Live Event

Nick Hornby in Conversation

Naomi Klein Guardian Live

Author Interview

Zoe Sugg AKA Zoella on Girl Online

Live Partnerships

This Changes Everything: Capitalism vs the Climate

Penguin 2015 figures Over 4.5 million

web visits per year across Penguin Sites

Over 1.1m reach across Penguin Twitter Accounts

Over 450k reach across Penguin Facebook Pages

Over 1.3m reach across Penguin Soundcloud channels

Over 160k reach across Penguin newsletters

Since Allen Lane introduced the first Penguin paperback almost 80 years ago, Penguin has become the most recognisable brand name in publishing. Penguin seeks to publish, for all tastes and ages, the very best books and digital products with storytelling at their heart. From social networks to school classrooms, literary festivals to the latest apps, Penguin always takes the most creative line in bringing writers and readers together.

• Penguin Random House is the world’s leading global publisher

• 70 Nobel Prize Laureates • 15,000 Books published per year globally • 70 No. 1 Sunday Times Bestsellers in 2014


Penguin values the partnerships we build and maintain. We have both the content and know how to deliver books that can enhance and support your brand’s messaging in any format. We look forward to hearing from you. Penguin, 80 Strand, London, WC2R 0RL

Penguin Books For Promotions  

Books for Promotions is the Creative Sales and Promotions team at Penguin Books. We work with clients on a wide variety of briefs, specialis...