Emirates Airline, a brand steadily expanding its arts and educational commitments, is title sponsor of the Dubai Festival of Literature. The event brings together big name international writers, established Emirati authors and emerging talent for readings, talks, debates and social sessions.
To extend this year’s initiative beyond the physical festival and its in person attendees, the airline gave away thousands of books from its festival list of leading Arabic and international authors (from Martin Amis to Maha Gargash) onboard flights, in airport lounges and at other airline properties and venues throughout Dubai. Creating a literary journey across the sky. The activation came a few days before the opening of the Dubai Literary Festival to coincide with World Book Day.
Customers who physically read the books are encouraged to share their enjoyment by passing them on to friends and relatives. The entire initiative is connected online and by registering the book on the website participants can track a book’s progress around the world and each reader can post their own comments and thoughts.
Connecting the physical with the digital doesn’t have to be complicated to be effective and this simple additional element to sponsoring a literary festival takes a local event global and gives it a lasting legacy. Like the airline itself, the idea connects people from all round the globe and it linked physical and digital elements might even create a branded community. And it offers an excellent alternative to the small screen in-flight movie.