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Fri 5 Mar 2010 07:47 AM

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Emirates' novel idea!

Emirates' novel idea!
To celebrate World Book Day, Emirates organised a mass book sharing initiative across its global network of more than 100 destinations.\n

Lucky passengers on board every Emirates flight departing the airline's Dubai hub on Thursday were presented a novel as part of the annual drive to encourage the joy of reading and promote literacy.(supplied)
Emirates' novel idea!
The airline's cabin crew was in charge of the stack of books written by authors who are part of the Emirates Airline Festival of Literature, running from March 10-13.\n

Starting with the 1am flight to Bahrain, they distributed books on more than 150 aircraft, until the last flight to depart Dubai on World Book Day – a Boeing 777 to Bangkok at 11pm. (supplied)
Emirates' novel idea!
More than 20 titles – by leading international authors such as Kate Mosse and R.J 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. (supplied)
Emirates' novel idea!
The novel initative included a Literary Journey, where readers 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.\n

Instructions were also printed on the inside cover of each book, which included 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.
Emirates' novel idea!
The celebration of books will continue next week when the 2010 Emirates Airline Festival of Literature – running from Wednesday until Saturday - gets under way at the InterContinental Hotel, Dubai Festival City. (supplied)
Emirates' novel idea!
The festival is intended to offer residents and overseas visitors the opportunity to meet famous authors, attend literary debates, listen to readings and participate in workshops. A key aim of the Festival is to encourage new and emerging talent and creativity within the region. (supplied)