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Time Out in first-ever free book giveaway for 1984

Monday May 12, 2014 at 2:48pm
To celebrate the opening of the critically acclaimed 1984 in the West End’s Playhouse Theatre, Time Out magazine will tomorrow be running its first ever free book giveaway, with a voucher for a free copy of Penguin’s 1984 to be redeemed at branches of retailer JOY. The multi-layered partnership was created by international marketing agency AKA. In addition to a front page flash and editorial content highlighting the giveaway in tomorrow’s magazine, Time Out distributors will be wearing bespoke 1984 t-shirts. Time Out will also promote the offer to its fan base of Londoners of via email, presence on the Time Out home page, in its offers newsletter and through its social media platforms, which reach an audience of 10 million. In addition to the book giveaway, Time Out has also been given an exclusive allocation of specially-priced tickets (with no additional booking fees) at just £19.84. The promotion is supported by Penguin Books, which has reproduced a limited run of its classic edition of the novel with the production’s artwork as a cover. Penguin will be promoting the giveaway to its database of 1.8 million subscribers. Once Time Out readers have downloaded their voucher for the book, they can redeem it in one of 14 participating JOY stores across London. JOY will also be supporting the initiative with in-store display and online marketing. In addition to the book offer, JOY will be offering an exclusive discount for Time Out readers. Full details of the promotion can be found at www.timeout.com/1984 Carla Moran, Head of Partnerships at AKA comments: “We’re thrilled to be the first agency to secure a Time Out book giveaway. This initiative is a particularly fitting partnership for the innovative and boundary-pushing 1984, a show that has such a strong literary legacy. As this kind of multi-layered partnership is the future of the industry, we’re really pleased to be working with like-minded brands to cross-promote and better engage audiences.”
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