Penguin Group Canada is celebrating the 100th anniversary of the publication of Lucy Maud Montgomery’s Anne of Green Gables with a national letter-writing contest. In the first week, before the advertising had even launched, around 100 Anne fans posted 500-word letters to the series’ heroine, Anne Shirley, on 100yearsofanne.com.

Open until April 30, the viral contest is sponsored by Canwest’s Raise-A-Reader program, Canada Post, Tourism P.E.I. and the Royal Ontario Museum. Jury chair and former Governor-General Adrienne Clarkson attended the launch event at the ROM last month with several of Montgomery’s descendants.

Winners in four age categories will win $2,500 travel vouchers from The Travel Store for a trip to P.E.I. and tickets to Anne of Green Gables: The Musical, courtesy of Tourism P.E.I. Runners-up will receive three anniversary books from Penguin, including a special edition of the original novel with a new introduction from Montgomery’s grandchildren, as well as stamps and coins from Canada Post and the Royal Canadian Mint.

Penguin is supplying a retail event kit that includes Edwardian-era recital invitations and programs, posters, recipes for raspberry cordial and pound cake and how-to sheets for crafts, waltzing and scrapbooking. Support includes more than 300 book displays and a $500 cash prize to the bookseller with the best-dressed window display. Two of the new titles have already sold out.

As well, Girl Guides of Canada is issuing a national challenge to members to earn Anne crests.

Creative was done in-house at Penguin, and Canwest has placed ads in several of its publications.