Building on the success of last year’s initiative, the multi-platform partnership announced last week is designed to address low literacy rates in London schools, while highlighting NOOK’s commitment to making reading more accessible and affordable across the UK, says ESI Media.
Cush Jumbo read an extract from Roald Dahl’s The Twits at Deptford Park Primary School, using the new NOOK GlowLight eReader. Winner of the Burberry Emerging Talent Award at the Evening Standard Theatre Awards 2013, Cush is about to star with Hugh Jackman in the Broadway transfer of the Royal Court’s play The River, and says she is thrilled to be sharing her love of good stories.
Cush’s reading is the first in a series that will see stars from the big stage, along with London Evening Standard’s owner Evgeny Lebedev, visit schools to promote NOOK’s on-going support for the Get London Reading campaign. It follows the success of last year’s partnership for the pioneering campaign to champion literacy amongst children, which included a read-a-thon take-over of Trafalgar Square that saw a number of West End shows such as War Horse, Billy Elliot and Matilda perform in front of a mesmerised audience of around 20,000 people.
This year’s activity will help highlight the importance of reading in creating the next generation of theatrical talent, from actors such as Cush, all the way through to playwrights. The joint campaign will include a free eBook offer and other special co-branded promotions, alongside display advertising campaigns across the Evening Standard’s print and digital platforms. NOOK will also sponsor the Best Play Award at the prestigious Evening Standard Theatre Awards, to be held on 30th November, which celebrates its diamond anniversary this year.
Cush Jumbo, actress, said: “I am so pleased to support the fantastic work of the Evening Standard’s Get London Reading campaign. As well as raising child literacy levels, I am certain it will also help develop the next generation of playwrights and theatre lovers. Good stories are at the foundation of my creativity and it’s just so brilliant for me to play a part in passing on the sheer joy of reading to kids right here in my home town.”
Jo Aves, Head of Strategic Partnerships, ESI Media, said: “We’re delighted to partner with NOOK again after such a successful campaign last year. The strength and depth of our multi-platform proposition means we’ve been able to build upon last year’s campaign in new and innovative ways, extending NOOK’s messaging and the momentum of the campaign.”
Colin Eustace, General Manager, Barnes & Noble S.à.r.l, said: “As the NOOK brand grows in the UK, it is important that we continue our commitment to help promote the cause of literacy among children, and our latest partnership with the London Evening Standard is an important part of that commitment. Instilling a love of reading in children opens up new opportunities for them and will help inspire the next generation of theatrical talent in this country. By centering this campaign around the theatre and bringing West End talent to London schools, we’re excited to help inspire as many children as possible to become lifelong readers.”
