Under the motto ‘Summer Reading’, TUI and the CPNB (Foundation for Collective Propaganda of the Dutch Book) have started a campaign to promote reading during the holidays. There’s even a Summer Reading Gift: the book Flamingo Beach by bestselling author Suzanne Vermeer. The CPNB and TUI conducted research among TUI customers about their reading behaviour on holiday. This shows that holiday readers give their holidays a higher rating than people who do not read on holiday. They are more likely to experience a relaxed atmosphere with less stress or disagreement and give a higher score for the extent to which they come home rested. For example, three-quarters of holidaymakers say they read almost every day. For more than a third, the holiday is the only time they (can) take time for a book. Holidaymakers like to read true stories or literary novels, but they prefer to read an exciting book on their beach bed. ‘That makes the Summer Reading Gift Flamingo Beach by bestselling author Suzanne Vermeer the perfect book for the suitcase or beach bag’, say TUI and CPNB. The thriller is set in Curaçao, where Tara and her husband Amir’s dream vacation takes a terrible turn when they find a dead woman just outside their chalet. Anyone who spends at least 15 euros on books in bookstores from 20 to 30 June will receive the Summer Reading Gift as a gift. Arjan Kers, Managing Director of TUI Netherlands and Belgium, received the first copy of Flamingo Beach last week from Steven Maat, publisher of Suzanne Vermeer’s books at AW Bruna. TUI has been a partner of the CPNB for many years. “After all, every holiday starts with booking,” says the travel company. To support the Summer Reading campaign, TUI is running various promotions from 20 June to 21 July. ‘Going on holiday to Curaçao? Then stop by one of the TUI shops for a Flamingo Beach postcard. With the map you can go on a road trip along all the beautiful places that appear in the book.’ Because TUI is committed to promoting reading in the Netherlands, special TUI reading corners have been set up in various libraries and bookstores. Such reading corners can also be found in various TUI shops during the campaign period. There will also be two giveaways during the campaign period. The Summer Reading Gift includes a TUI bookmark with QR code that gives readers a chance to win a travel voucher for a last-minute trip to the sun. Anyone who shares a photo of a beautiful reading moment on social media has a chance to win a travel voucher and a book package. For more information about the TUI promotions, visit www.tui.nl/vakantie/lezen. Photo: Arjan Kers with Marion Boxum (Head of Adult Campaigns CPNB) and Steven Maat (publisher AW Bruna) at the start of the Summer Reading campaign (photo: Bas van Hattum).
