Thursday, 28 February 2019

Emirates Airline Festival of Literature

Emirates Airline Festival of Literature brings in 175 authors from over 30 countries to debate, discuss and engage audiences


Emirates’ commitment to supporting initiatives across the culture and arts spectrum in Dubai will culminate tomorrow at the 11th edition of the Emirates Airline Festival of Literature. The airline continues to support the Festival’s aim of revealing the world in words, bringing books and ideas to a wide audience, encouraging the lively exchange of thoughts and opinions, and stimulating open and fruitful debate.  Emirates will be bringing in 175 authors from over 30 countries to Dubai to help lead the discussions over the next nine days. 

This year, the airline will be delivering unique experiences for visitors of all ages at the festival, and its employees will also pitch in as part of the festival’s 300 volunteers.



Engaging festival goers

Emirates will be showcasing its Economy Class cabin at the festival, with a special focus on cool new features such as playlist synching. Emirates introduced this function earlier this year to allow customers to create bespoke playlists ahead of their flights by using the airline’s app and sync it to their seats once onboard. Showcasing its expertise in family-friendly travel, Emirates will feature a colouring wall focusing on its ‘Fly With Me Animals’, which are handed out onboard to little travellers.

Arabian Adventures will be featuring an immersive VR experience where visitors will be able to familiarise themselves with unique Dubai activities, safaris and much more.  Visitors will also have a chance to enter a competition as well as win prizes from Arabian Adventures, in addition to availing a 10% discount on their next Arabian Adventures booking.

Emirates’ on-ground activations will run on both weekends of the festival at the InterContinental Hotel Festival City.

Employee contributions 

Each year, Emirates Group employees have the opportunity to participate as volunteers. They lend a hand to support the festival across a variety of roles, from ushering and educational outreach, to moderating author sessions. This year Daniel LeBlanc, Aircraft Procurement for Emirates, and a regular volunteer at the festival will moderate a session with Cixin Liu, author of The Three-Body Problem and Beyond, as well as Gerd Leonhard, author of Technology Versus Humanity.

Wiana Cajado, Digital Marketing Executive for Emirates, will be releasing her debut book Pepa & Keca, em Quem viu rimas por aí? The book, published in Portuguese, is a series of poems about the world in the eyes of her daughters, with playfully written snippets of their daily activities. A number of Emirates Group employees have had their books published in different languages, illustrating the creativity, innovation and multiple perspectives that can be found across the organisation.

Emirates has been the title sponsor of the Emirates Airline Festival of Literature since its inception in 2009, and has been key to the growth of this event. The festival allows the airline to engage with the local community in the UAE, unlock further opportunities to enhance the vibrancy of Dubai as a cultural hub and build bridges of understanding between communities and cultures.

Sheikh Majid Al Mualla, Divisional Senior Vice President, Commercial Operations Centre for Emirates said: “In less than a decade, the Emirates Airline Festival of Literature has transformed the literary landscape of Dubai. What started as a homegrown affair has turned into a truly global gathering of writers and book lovers. The authors reflect the vibrant, international spirit of Dubai as well as Emirates’ global network and we hope to continue connecting book lovers with extraordinary literary experiences in the coming years as the festival grows from strength to strength.”

Isobel Abulhoul, OBE, CEO and Trustee of the Emirates Literature Foundation and Director of the Emirates Airline Festival of Literature said: “We have been on an incredible journey these past 10 years, bringing together readers with their literary idols. The Festival’s aim is to create a programme of events that is truly representative of the multi-cultural nature of Dubai and thanks to Emirates Airline we have reached almost every corner of the globe to invite the most diverse line up of authors for our audiences. We are looking forward to continuing this partnership and making more literary dreams come true.”

This year, Emirates will let visitors explore the breadth of its destination network and its children’s product using innovative technology.  By utilising Xperia technology with state of the art touch functionality, special games have been developed to challenge visitors to match images and names of top Emirates destinations as well as ‘Fly with Me’ animals.

An interactive route map detailing Emirates’ worldwide network will enable visitors to view content on the screen and then enter their favourite travel memory the last time they travelled on the airline for a chance to win Economy class tickets to any destination on the Emirates network.

Emirates has also collaborated with Lonely Planet Kids to create a colouring wall focusing on children’s holidays. The Lonely Planet Kids area will also include bean bags for children to lounge and read their favourite books.

(Images Emirates)

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