Cherish PR


Client Snapshot: Mills & Boon Underground PR Stunt



We get to be involved in some pretty cool things here at Cherish, and recently that means taking love to the underground with a PR stunt. Have you ever been sat (or stood) on the London underground, gazing around at the many people with their noses in books and newspapers, wishing you had remembered to put that book you’ve been meaning to read into your bag that morning? With busy commutes for many of us, and only the monotonous clacking of the tracks to keep our minds occupied, the wonderful Books on the Underground  initiative is a fantastic way to alleviate boredom and get London reading!

Launched in October 2012, Books on the Underground is as simple as it sounds. Acting as a commuter library, Books on the Underground regularly distribute a collection of literary reads on the tubes for passengers to borrow and enjoy for free, before going on to share themselves.

And with Valentine’s Day fast approaching, the romance publishing giant Mills & Boon has kindly donated over 100 books to be shared on the underground to help romance readers in the lead up to Valentine’s Day.

So for anyone wanting to indulge in a romantic read over the next couple of weeks, keep an eye out for one of Mills & Boons bestsellers on your morning commute. And to find Love on the Underground and be kept up-to-date with who’s reading and reviewing them, follow @MillsandBoon and @BooksUndergrnd on Twitter and be sure to tweet a picture of any book you borrow with the hashtag ‘#loveontheunderground’ from 7th until 17th February. Call us mushy but we love love, and we love reading even more.

If you wanted to find out more about how we can help you execute a PR stunt, no matter how large or small, please get in touch with us or drop us a line on +44 (0)20 626 0283.


If you are interested in working with Cherish, we would love to hear from you.


Tel: +44 (0) 203 626 0282
T: @CherishPR


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