IN-FLIGHT AUDIO-BOOK PROGRAM PREPARES FOR TAKES OFF
By Adnews Staff
ABC Canada Literacy Foundation, Air Canada, Amazon.ca and HarperCollinsCanada will begin a new in-flight audio-book entertainment program called SKYword on Sept. 8. The program will include an audio channel on Air Canada flights, book excerpts in some issues of Air Canada's enRoute Magazine, promotional materials on the importance of literacy, a coupon for books in the program. Reading and literacy tips will be part of the audio channel. These tips will also be printed on a bookmark to be distributed in enRoute Magazine on a quarterly basis. Also, a public service announcement about family literacy will air as part of Air Canada's in-flight television programming. Each month the program will adopt a different theme. September's theme is children's books. New fiction will be the theme in October. The books included in the program will be sold online at the SKYword Boutique <http://www.skywordboutique.ca>. Branding and print collateral for SKYword were created by Oxygen Design + Communications of Toronto. Additional marketing support for the program will include print ads in enRoute and The Globe and Mail and online advertising on partner Web sites.