• Transform magazine
  • October 23, 2017

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Heritage brand launches romantic awards

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In order to stay current and relevant, brands need to demonstrate creativity and innovative thinking.

Heritage book publishers, Mills & Boon, have this year launched a new awards that celebrates all that is romantic.

Mills & Boon was founded in the UK in 1908, and has since been synonymous with romance fiction targeted towards women. Its new awards will be called The Mills & Boon Romantics and they are one part of a world that Mills & Boon has created for its loyal fans.

Like its books, the Mills & Boon Romantics awards are intended to be engaging, transporting and fun. While Mills & Boon is best known for its books, it is always looking for ways to create partnerships and content that grow its offering beyond its core product. Jo Kite, marketing manager at Mills & Boon, explains that the company embraced digital very early on and that it is always looking for trends to tap in to.

Kite says that the team are always looking for new and exciting ways to establish the brand as an authority on romance. This includes the celebration of romance off the page. She describes Mills & Boon as, “Synonymous with romance”.

The Romantics awards will be held in Central London on April 29, 2015 and the 12 award categories range from ‘The most romantic wedding venue’ to ‘The most romantic UK destination’. The awards will help Mills & Boon to build new partnerships with other brands that are relevant to its readers.

Kite says, “Gone are the days of the single red rose, being romantic is big business, from starlit roof top cinemas to magical creative proposal agencies, romantic gestures are getting a lot more imaginative. We wanted to use our knowledge and expertise in this sector to establish The Romantics Awards to celebrate just that.”

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