Alternative Revenue Focus | Monday, July 11, 2011
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JetBlue, PBS Kids Launch 'Soar With Reading' School may be out for summer, but JetBlue and PBS Kids are partnering for a program that encourages children to keep reading. JetBlue is sponsoring in-flight and online literacy resources, community reading events and a partnership with First Book, a nonprofit organization that provides new books to children in need. At the center of the program is the newly launched SoarwithReading.com, where parents can download a free reading activity kit, create a summer reading list with recommendations from Random House Children's Books and log their children's reading minutes, among other activities. For every reader who registers on SoarwithReading.com, JetBlue will make a book donation to a child through First Book -- up to 10,000 books. "We're excited about the potential of this program to engage our crewmembers and children alike in reading and its promotion," says Icema Gibbs, director of corporate social responsibility for JetBlue, in a release. Children traveling on JetBlue flights this summer will receive a free activity kit with reading games based on PBS Kids educational programming. With help from PBS Kids animated host Hooper, the campaign will also encourage kids to learn about the world around them through imaginative travel: reading books and playing learning games on SoarwithReading.com at home or at their local library. JetBlue and PBS are both promoting the initiative on Facebook and Twitter. JetBlue crewmembers, PBS Kids characters and hosts, and popular children's authors will be visiting libraries across the country this summer to read with children. The Soar with Reading tour will make stops in several JetBlue cities, including New York, Boston, Orlando, Fort Lauderdale, Los Angeles, and Washington, D.C. The Soar with Reading program will also award $10,000 worth of Random House Children's Books to one community's library. Another library will receive $2,500 worth of books, and five other libraries will receive $500 worth of books, courtesy of Random House Children's Books and JetBlue. Consumers can go to SoarwithReading.com to nominate a library and by doing so will be entered into a sweepstakes to win a JetBlue Getaways family vacation to Atlantis, Paradise Island, Bahamas. New York-based JetBlue has partnered with a variety of philanthropic and community-focused organizations, including KaBOOM!, DoSomething. org, The American Cancer Society and their Making Strides Against Breast Cancer Walks. (Source: Marketing Daily, 06/24/11) Click here to email to client
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