Dubai Literary Festival: A Sneak Peek
A one-of-a-kind event, the Dubai Literary Festival is a celebration of literary excellence. The latest edition of the Dubai Literary Festival was held between 10th & 13th March at the Intercontinental Hotel in the Dubai Festival City. More than 80 authors from 19 nationalities graced the event that included writers from both fiction and non-fiction genres. Prominent amongst them were Imran Ahmad, Amit Chaudhuri, Chris Cleave, William Dalrymple, Shobhaa Dé, Jeffery Deaver and Imtiaz Dharker.
Not to be confused with a book fair, the Dubai Literary Festival provides a platform for young talent to reach its true potential and allows established authors to connect directly with their readers. Emirates Airlines has decided to be the main sponsor of this event for the next three years. Perhaps the most laudable aspect about this initiative from Emirates is that all the funds received from advertising and ticket sales will be ploughed back for conducting the future editions of this event.
Participants to the event affirm that the Dubai Literary festival is getting bigger with each passing year.One gets to see plays, theatres along with some exciting song & dance performances. The festival offers the perfect platform for book lovers to meet up with their favourite authors, participate in book-reading sessions, attend literary debates & workshops during the four-day festival.
The Dubai Literary Festival is expected to receive well-heeled, well-educated customers who believe in achieving excellence through the pursuit of knowledge. The airline’s target audience matches precisely with the kind of visitors which the festival attracts each year. Hence the decision to sponsor this event is in sync with its policy of retaining its brand equity through such targeted spends.
By sponsoring the Dubai Literary Festival, Emirates has taken the lead amongst air carriers in the Middle-East when it comes to creating top-of-the mind recall amongst its target audience. The airline has a long standing tradition of sponsoring cultural events in the past that included the Dubai International Film Festivals, Skywards Jazz Festival and many other music events all across the globe.
The sponsorship of this festival is in line with Emirates policy of fostering innovation and it does so by rewarding outstanding effort in the field of literature. Since Emirates has the headline sponsorship rights for three years it gives the airline a chance to connect with its customers at another level and differentiate itself from competition. More such initiatives are expected from the airline as it continuously adapts and innovates to retain both market share and mindshare in the international aviation space. There are plenty of cheap Dubai Holiday options available at present. So if you are planning your next holiday in the Dubai then it would be wise to look for some cheap deals on the internet from where you can also obtain detailed information about the forthcoming edition of the Dubai Literary Festival. Coinciding your next holidays to Dubai to with the Dubai Literary Festival is sure to be an entertaining and enriching experience for your entire family.
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Jeffrey Deaver discusses his new book, Broken Window
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