All American Booksellers Association member bookstores can offer their customers a chance to win a trip for four to London by participating in the "Independent Muggles for Harry Potter" Sweepstakes, an exclusive promotion for ABA members only. To help booksellers prepare materials to promote the contest, last week the association launched an "Independent Muggles" Sweepstakes mini-site on Bookweb.org that features downloadable point-of-purchase displays, entry coupons, adaptable artwork, and more.

Customers enter the giveaway by completing an entry coupon that booksellers collect in-store at midnight parties or at other special events marking the July 21 release of J.K. Rowling's Harry Potter and the Deathly Hallows (Scholastic), or during a very limited time period. The sweepstakes entry period is from July 20 at 10:00 p.m. ET to July 24, 11:59 p.m. ET. Booksellers should not accept entries completed at other times.

An "Independent Muggles for Harry Potter" sweepstakes publicity poster; sweepstakes entry coupons; official rules; a poster promoting all of the titles in the Harry Potter series; and special "Independent Muggles for Harry Potter" art -- which can be adapted to create additional Harry Potter and the Deathly Hallows promotional goodies (hats, mugs, T-shirts) -- are all available via BookWeb.org. (Note: Scholastic must approve all promotional items related to Harry Potter and the Deathly Hallows; check BookWeb for details.)

At the conclusion of the sweepstakes, coupons should be mailed to the American Booksellers Association, Attn.: Meg Smith, 200 White Plains Road, 6th Floor, Tarrytown, New York 10591. All entry coupons must be received no later than August 2, 2007. A promotion firm, Promotion Mechanics, Inc. will choose the winner, who will be announced in Bookselling This Week.