JetBlue - Soar with Reading For the ninth successive year, JetBlue is running a CSR campaign in New York City, in its ‘Soar with Reading’ initiative. This involves six free book Airline Marketing Monthly | July 2019
vending machines being placed in areas where the airline says the need is greatest, and where the ability to purchase ‘age appropriate’ books is limited. The vending machines, will be restocked every two weeks with new titles and will feature a diverse cast of characters as well as options in both English and Spanish. Publishing partners
as research shows that
include HarperCollins
parents displaying
Publishers, Little Bee
behaviors like reading
Books, Lil’ Libros,
can improve educational
Scholastic, Candlewick
outcomes for children.
Press, Penguin Random
throughout the US. JetBlue fans are being asked to share their own “Book Drop Moment”, essentially a recollection
The initiative is being
about a book which in
promoted via a website,
some way moved or
as well as a social media
changed you. For every
Additionally, the vending
campaign that seeks to
moment shared, JetBlue
machines will include
take it outside New York,
will donate a book to a
to JetBlue passengers
community in need.
House, Hachette Book Group and Barefoot Books.
52. select books for adults
