Publisher Puts Mini Giveaways in Mini Cooper

Perseus Books Group's Running Press imprint had a fun giveaway gimmick-a small car filled with appropriately sized miniature books-at the giant publishing trade show.

June 15, 2005

It was the perfect fit—a small car brought into a huge trade show to promote small books. Perseus Books Group put a Mini Cooper in its spacious exhibit at Book Expo America, the large gathering of publishers and booksellers at the Javits Center. For the company’s Running Press division, which produces gift-oriented miniature books and kits, marketing consultant Rick Joyce opened up the back of the little automobile and stuffed it with season-appropriate giveaways of beach- and golf-related books. Even the car itself was a giveaway: attendees could deposit entry forms to win it in the passenger seat.

—Mark Mavrigian

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The trunk of a Mini Cooper was open for Book Expo America attendees to help themselves to free miniature books and kits from Perseus Books Group’s Running Press.

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