Emirates marks World Book Day with mass book giveaway
Emirates celebrated World Book Day by orchestrating a mass book-sharing initiative across its global network of more than 100 destinations. Emirates cabin crew distributed a novel to every passenger on every Emirates flight departing from the airline’s Dubai hub on 4 March – more than 150 aircraft.
More than 1,000 cabin crew members were involved, arriving for duty with a stack of books written by Arabic and English-language authors who are part of the Emirates Airline Festival of Literature, which runs from 10 to 13 March. Cabin crew explained to passengers that they were just taking the book on the first leg of its trip, and that they should pass it on to friend, family member, colleague or even a stranger in a café or metro station. Instructions are also printed on the inside cover of each book, including a table for each reader to fill in the details which will track each stage of the book’s ongoing journey, such as their name, and where and when they picked it up, and then handed it on. In addition, each book has an individual serial number and readers are encouraged to log on to the Emirates Airline Festival of Literature website to share their views on the initiative, as well as make comments on the novel they read.
“Emirates is proud that, through our staff, the World Book Day message of promoting literacy and the joy of reading will be delivered to almost 60 different countries,” said Terry Daly, Emirates’ divisional senior vice president, service delivery, who oversaw the complex plan.
More than 20 titles – by leading international authors such as Kate Mosse and RJ Ellory, as well as top regional writers like Bahaa Taher and Maha Gargash – were also distributed at 26 Emirates lounges across the world, while many customers at Costa Coffee shops throughout Dubai also received a copy. In addition, novels were given to guests at the Emirates Group’s conservation-based destinations – Al Maha Desert Resort & Spa in Dubai and Wolgan Valley Resort & Spa in Australia – while there will be some unexpected half-time reading material for football and rugby fans attending forthcoming Arsenal and Emirates Western Force matches. The celebration of books will continue when the 2010 Emirates Airline Festival of Literature – running from 10-13 March – gets underway at the InterContinental Hotel, Dubai Festival City. The publishing community has been generous in its support of the initiative and – together with Emirates – donated the collection of titles, many of which are bestsellers or have won awards.
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