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INTERNATIONAL. LS travel retail this month launched a “˜Discover China’ global promotion at its stores worldwide to coincide with the Chinese New Year celebrations. The campaign, which runs from 9-30 January, is a partnership with the Shanghai Press & Publishing Development Company.
The “˜Discover China’ campaign promotes English and other foreign language books from Chinese publishers and is being run at Relay, Inmedio, Watermark and Payot stores in 16 countries and regions worldwide, including locations at Paris CDG, New York JFK, Frankfurt, Geneva, Madrid Barajas, Sydney and Singapore Changi airports.
To create in-store theatre and engage with passengers, POS, posters and Chinese New Year decorations support the promotion. Celebrating the Chinese New Year of the Dragon, the promotion offers 84,000 copies of more than 200 different types of books published in Beijing and Shanghai. The range includes books on Chinese history, literature, design, and language study as well as children’s books, and is available in English, French, Spanish and German languages.
Lagardère Services Chairman and Chief Executive Officer Dag Rasmussen said: “We are delighted to be supporting our partners the Shanghai Press Publishing Development Company and to be promoting the Chinese New Year by running the “˜Discover China’ promotion across our bookstores around the world. The promotion proved very popular with passengers in 2011 and we anticipate strong interest over the next three weeks also.”
Wang Youbu, General Manager of Shanghai Press & Publishing Development Company, said: “Chinese culture is receiving more and more attention around the world from children to grown-ups, with many people seeking the right “˜Chinese book’. The various foreign language books included in our campaign offer readers globally the chance to understand Chinese culture better without language boundaries.”
Liu Binjie, President and Party Chief of General Administration of Press and Publication of the People’s Republic of China said: “Over these years, Lagardère Services and Shanghai Press & Publishing Development Company have built an efficient collaboration to lead the way for foreign language books about China to enter the global retail market. And the 2012 “˜Discover China’ global book promotion held in more than 200 stores will be a great event for concerted efforts on both sides.”
The “˜Discover China’ global book promotion runs in 16 countries, including Australia, Canada, France, Germany, New Zealand, Poland, Switzerland, Spain, Singapore, the United Arab Emirates and the US.
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Launching the “˜Discover China’ promotion at Paris CDG Terminal 2F were (l to r) Zhu Ming, Training Manager at the Chinese Cultural Centre in Paris; Dag Rasmussen, Chairman and CEO of Lagardère Services; Wang Youbu, General Manager of Shanghai Press & Publishing Development Company; Eudes Fabre, General Manager of LS travel retail China, and Michel Perol, Chief Executive Officer of LS travel retail France |
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