Product category:
Partnership and affinity marketing
News Release from: Cocktail Marketing
Edited by the Marketingservicestalk Editorial
Team on 09 April 2008
DCSF appoints Cocktail for Year of
Reading brief
Partnership agency Cocktail Marketing has been appointed by the Department for Children, Schools and Families to supply partnership marketing services to support the National Year of Reading.
Cocktail will create, develop and manage beneficial relationships with relevant and appropriate commercial and non-commercial organisations to achieve the National Year of Reading goals The campaign aims to communicate that reading - anything, any time, any place, on or offline - is good for everyone and that it can open doors to new adventures, new experiences and new possibilities at school, work and in your social life
This article was originally published on Marketingservicestalk on 21 Feb 2008 at 8.00am (UK)
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Cocktail will particularly target 8-16 year old boys and their fathers and encourage them to visit yearofreading.org.uk or visit a library to find out how to get involved.
A DCSF spokesperson said: "We were very impressed with Cocktail's strategic approach to the brief and their understanding of the various target audiences.
"We are looking forward to working with Cocktail and creating some excellent strategic partnerships that help us achieve our objectives".
Cocktail was appointed through the Central Office of Information (COI).
National Year of Reading (NYR) is a national campaign to promote the power of reading to change individuals and communities.
The Year runs from January to December 2008, and takes place 10 years after the original campaign in 1998.
It aims to help build a greater national love of reading and a better understanding of its power as a fundamental life skill that opens doors - for children, families and adult learners alike.
The NYR promotes reading for purpose and pleasure and the reading of words in every form through all media.
This has resonance for the adult learning community and also represents an important opportunity to promote the crucial role that parents and the extended family play in their children's personal development and educational attainment.
Over the course of the Year, the government intends to engage children and parents in reading - both as an end in itself and to raise standards of learning and attainment (ultimately as a means of increasing skills, employment prospects and social inclusion).
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