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March 2008 - Strategy Magazine
Upfront

Anne's got mail

by Terry Poulton and Carey Toane
page 10

Penguin Group Canada is celebrating the 100th anniversary of the publication of Lucy Maud Montgomery's Anne of Green Gables with a national letter-writing contest. In the first week, before the advertising had even launched, around 100 Anne fans posted 500-word letters to the series' heroine, Anne Shirley, on 100yearsofanne.com.

Open until April 30, the viral contest is sponsored by Canwest's Raise-A-Reader program, Canada Post, Tourism P.E.I. and the Royal Ontario Museum. Jury chair and former Governor-General Adrienne Clarkson attended the launch event at the ROM last month with several of Montgomery's descendants.

Winners in four age categories will win $2,500 travel vouchers from The Travel Store for a trip to P.E.I. and tickets to Anne of Green Gables: The Musical, courtesy of Tourism P.E.I. Runners-up will receive three anniversary books from Penguin, including a special edition of the original novel with a new introduction from Montgomery's grandchildren, as well as stamps and coins from Canada Post and the Royal Canadian Mint.

Penguin is supplying a retail event kit that includes Edwardian-era recital invitations and programs, posters, recipes for raspberry cordial and pound cake and how-to sheets for crafts, waltzing and scrapbooking. Support includes more than 300 book displays and a $500 cash prize to the bookseller with the best-dressed window display. Two of the new titles have already sold out.

As well, Girl Guides of Canada is issuing a national challenge to members to earn Anne crests.

Creative was done in-house at Penguin, and Canwest has placed ads in several of its publications.

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