JetStar and NLB launch book sharing campaign to encourage reading among Singaporeans

JetStar's flying book exchangeBooks returned Jetstar stuntJetStar has launched a book swap initiative in Singapore that the airline says will encourage reading among Singaporeans during their holiday getaways.

Billed as “the world’s first flying book exchange” and the “latest in in-flight entertainment” a deal with the National Library Board and a number of book shops will see 500 donated books given out at the boarding gates of Changi Airport Terminal 1.

Passengers will be trusted to take the books on holiday, and leave them in the seat-backs for another traveller to read in their return flight.

Passengers can also contribute their own books to JetStar’s flying book club. Mumbrella has asked the airline if the books would be subject to the National Library Board’s censorship rules.

The idea was based on research that found that half of surveyed Singaporeans make less than five attempts to read a year, and only 7% said they would pick up a book when on holiday.

Chantal van Wijnbergen, Jetstar’s Southeast Asia marketing manager, commented: “Books are an increasingly forgotten form of in-flight entertainment that can transport one to an imaginary adventure even before the flight departs.

“Likewise, a holiday can be greatly enhanced with a good read, and we hope the books from our kind sponsors, including NLB, can reinvigorate our passengers’ passion for reading, and have the book swap flourish into the world’s first flying, community-driven book club.”

The Big Book Swap initiative will run from 30 July to 31 August.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing