Debenhams to promote US bestseller

Debenhams has signed a deal with book publishers Little Brown to promote the launch of the latest romantic fiction offering from US bestseller Nora Roberts.

Roberts latest book Tribute will feature in the Debenhams’ account card holder booklet sent out to 1.5m customers, alongside an offer of a free copy of a previous Roberts book ,The Reef.

Customers will also be given a discount voucher for Tribute which can be redeemed at WHSmiths.

The publisher struck the deal, negotiated on its behalf by marketing agency mostra, to boost the author’s exposure in the UK among ABC1 women over 30.

Book publishers are increasingly turning to partnerships with retailers and brands outside of the book trade in a bid to promote their mass-market titles above in an increasingly crowded and competitive market.

Retailers in turn are increasingly looking for ways to reward loyal customers with sales promotions and offers.

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