The sponsorship extends the cereal bar brand's relationship with the AA and ensures presence in 83,000 guides encompassing 80 UK counties, including a front page banner, spine logo, inside front cover advert and an enclosed bookmark. The guides will be dispatched in two phases, the first starting this month and the latter in August this year.
Nature Valley's website; www.naturevalley.co.uk, already hosts more than 2,000 of the AA's walks which are available for people to research and download at any time for free.
Brian Hackett, brand manager at Nature Valley, said: ‘We've used the AA's walks on our website for the last two years and so felt that this was a good opportunity to extend our relationship. The guides, on average, have a 10-year longevity and are perfect for reaching our target market.'
The walking guides will be available at all book stores including WHSmith, Waterstone's, Borders, Books Etc, Blackwell's and Amazon, priced at £9.99 each.
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