A presentation about National media update given at the Spring 2008 regional meetings for National Year of Reading Local Authority Coordinators.

1. National Media Update

4. Target Audiences

9. TV Filler Ad

10. Print Ads

11. Downing Street Launch

12. PR Launch The Times Metro online Hull Daily Mail Glasgow Evening Times Heat online

15. May-December Activity Overview

16. Dads & Sons A visual insight into UK dads reading with their children - Partner with HP / Kodak or ClearChannel to create national montage and online portal of dads reading with their children - Kids urged to send in pics of their dads reading - Photographic celebration of NYR Story in pictures Turning black cabs into mobile libraries - Partner with publishers and distribute Quick Reads to cabbies - Photocall with Quick Reads celebrity (e.g. Gordon Ramsay or Colin Jackson) - Reach opinion formers through cabbies passing-on books / magazines to passengers to support Bedtime Reads BBC Five Live/Talk Sport phone ins/ London papers Cabbie exchange Partner with Select website partner e.g. BBC Online that will allow fans to vote for chants and will police content - Authored piece from David James in Community Shield programme - Top chanters offered to take part in a sing-off on BBC 5 Live - Incentive is a prize draw for 20 pairs of tickets for the Community Shield Football sing-off

17. Teens Find the right reads to get the girl - Secure polling around favourite romantic lines/scenes from films - Tie-in to National Poetry Day (October 9th) - Seed a soap storyline e.g. Hollyoaks - Get book retailer community engaged to explore possible extensions - Secure known romantic successes as ambassadors - Explore Mills & Boon competition to get story published You are what you read Tapping-in to teens' love of music - Use lyrics research to support 'soundtrack to your life' story - Partner with pirate radio or community radio as channel to 11-14 - Tie-in to possible news hooks of Underage festival / Shine festival as news hook and Reading Rocks case studies e.g. Adele - Listeners’ competition to MC using landscape language (street signs, crisp packets etc.), and current headlines - Sound samples submitted through email and winner gets credit by Dizzee Rascal on latest CD - Best entrants get played at the end of every week and listeners can give their comments on the station website - Winner gets to perform live on radio Rhythm and Rhyme

18. Mums 0-6 Find the right read to get the girl - Approach dating or online music partners to put 'Pulling Pick' stamp on top reading choices: - Play.com / HMV/ Dating Direct / My Single Friend Pulling Picks Recycling the Hampton Court Reading Garden - Create photocall with the HC Reading Garden to generate more regional on pop- up libraries / inspire action in communities - Regional campaign based to find your own reading garden - Media exploitation could include: BBC Breathing Spaces / Ground Force / Richard & Judy (via Amanda Ross) / Daily Mail (RHC sponsors) Reading escapes The Search for the UK’s best story teller - Create a ‘Storytelling Map of the UK’ in association with YouGov: what, when, how and why when it comes to storytelling - Launch a nation-wide competition to find the UK’s Best Storyteller: entrants to film a clip of themselves reading their favourite story book - Emphasis on nine key regional areas - Partner with Vue cinema’s / film releases to drive search - Create a ‘storytelling’ chair which is taken to regional areas over three months: Residents in each region encouraged to visit the ‘chair’ where a cameraman will film and upload their competition entry Army of storytellers

19. Mums 0-6 Celebrity support raises awareness in women's weeklies - Potential supplementary activity: - Feature celebrity mum- Encourage mums to read to their children at home - Advocate bedtime stories Advertorials Read dating nights at UK libraries supported by partnership with Mills & Boon - Partner with speed dating company / LoveLibraries to pilot event in stylish urban library - Template press release for local media relations - Toolkitted advice column from love expert love expert - Mills & Boon story writing competition Extend Pulling Picks

20. Join A Library The National Year of Reading Library Membership Campaign