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Mirror and blinkbox Books unite for native partnership celebrating great stories

Trinity Mirror Solutions has signed a three-month branded content partnership with, Tesco's ebook service, to bring ereading to the masses.

The tie-up presents key moments in modern day classics as stories in the Daily Mirror and Daily Record titles in a bid to ignite an emotional connection with reading.

Trinity Mirror Solutions, Creative Editorial Director Samantha Cope said: “By tapping into our team of elite storytellers we’ve enabled blinkbox Books to interact with our readers in a deeper way than ever before, allowing the brand to communicate their offer in a way that integrates into the consumer experience in a non-intrusive way.”

“This partnership has allowed us to create content that really competes with editorial and adds value to the paper for readers.”

Mark Field, Director of Invention for Trinity Mirror Solutions said: “Working collaboratively with both the client and the media agency Arena, we have created a campaign which delivers engaging, shareable content with a sharp focus on driving reader engagement.

“It's exactly the kind of creative approach Invention delivers; a great idea formed around fantastic consumer insight, delivered in a seamless way across our hugely influential national newsbrands.”

blinkbox Books Marketing Director Gail Rivett adds: “At blinkbox Books we want to inspire readers and help them find the next book they’ll love”.

“By presenting great moments from fantastic books as gripping news articles and features, we’re able to do that in a thoroughly engaging yet familiar way. By making these stories leap off the pages of the newspapers as if they are real life accounts, we will show readers just how brilliant they are and hopefully encourage them to take in the whole story with us.”

Mirror Editor Lloyd Embley said: "blinkbox Books were looking for a creative solution and we were delighted to be able to offer them exactly that. This campaign is an excellent example of how an established and trusted publisher can carry a commercial message through unique and engaging content."