02 Mar 2018
Global Award Shortlist
Red Consultancy has helped Emirates launch its first ever children’s book, ‘Monkey on a Plane’.
Created by award-winning author-illustrator duo Philip Reeve and Sarah McIntyre, 'Monkey on a Plane' is available from for families to download and read from the Emirates Flight Time Stories website.
Launched last year, the Emirates Flight Time Stories programme encourages families to get creative and take inspiration from their travels. Parents and their children were asked to submit a holiday-inspired story and front cover for the chance to see elements of it appear in Emirates’ new children’s book. Philip and Sarah took inspiration from overall winner 4 year old Maddison Penney whose story and drawing about Enrico the Monkey inspired the duo to write “Monkey on a Plane”.
The book was launched on World Book Day and Red Consultancy seeded the book with a selection of top tier media and family bloggers alongside ‘Monkey on a Plane’ banana art and Enrico key chains. The packages went down really well, and the book received great feedback from media and bloggers alike. A number shared pictures tagging @emirates and using #FlightTimeStories on social media.
To further generate conversations and engagement around the book, Emirates UK launched a competition for consumers to win a family holiday to Dubai. Announced to family bloggers, UK media and via Emirates’ owned social channels, the competition encouraged families to share pictures of their children dressed up as their favourite literary character for World Book Day as well as tagging @emirates and #FlightTimeStories.