Hold a story writing contest. This can be done at the classroom level or sponsored by the principal or library. Start a promotion and publicity course. Students can write ads promoting reading and National Book Week to be announced over the public address system, published in the school newspaper or magazine or aired by a local radio station. Launch a treasure hunt.
Props can be things mentioned in a child's favorite book.
Celebrate books and authors. Study an author a day, have an author's birthday party, pick a favorite book to discuss for the week or arrange for a local author to visit. Choose a library or class mascot - a stuffed toy, a child or even the school principal as mascot of the week. Take field trips. Visit local literary landmarks, the library, a bookstore or attend a college literature class.