ASPECT Marketing Services has rebranded the book promotional mailing service provided by its Shelwing acquisition as BookFile. The service is handled by Aspect's direct mail operations in Folkestone.

Publishers can now continue promoting new book launches and catalogues through shared and solo mailings to libraries, booksellers and library suppliers. Client publishers are also able to mail book covers to potential buyers.

Shelwing was founded by John Bailey in the 1970s in Folkestone and was managed by him up to his retirement in 2002.

Phillip Moore, Aspect's head of corporate development, said he was delighted with the level of interest being shown in BookFile: "Since resurrecting the service for the publishing community, we've contacted all former clients of Shelwing individually to inform them of the relaunch.

"Shelwing had a loyal client base and many have already committed themselves to BookFile in 2003. The number of clients participating in our shared mailings has increased sevenfold and future business levels are looking very promising," he added.

Aspect Marketing Services is a division of the Orbital Marketing Services Group employing more than 500 staff in the UK in sites at Ashford, Folkestone, Rushden, Waterlooville and Abingdon.

Other divisions include BP Travel Marketing Services, JEM Education Marketing Services and PMD Healthcare Marketing Services.