du and Emirates Airline Festival of Literature announce new partnership

Dubai, UAE, 23November 2019: du, from Emirates Integrated Telecommunications Company (EITC), and Emirates Airline Festival of Literature today announced a new partnership intended to bring all corners of the UAE together with some of the world’s greatest writers as they visit the Festival in 2020. As Communications Partner for the 12th edition of the Emirates Airline Festival of Literature, du will employ next generation connectivity to further the mission of the Festival and support its far reaching Education Programme. The Festival takes place in Dubai, 4-9 February 2020.

Held under the patronage of HH Sheikh Mohammed Bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE, and Ruler of Dubai, Emirates Airline Festival of Literature is the pinnacle of the UAE’s literary calendar. The annual extravaganza attracts tens of thousands of visitors each year with a diverse programme packed with insightful sessions, masterclasses, and spectacular special events, featuring more than 130 of the brightest and best writers, thinkers, and creators from around the world.

HH Sheikh Ahmed Bin Saeed Al Maktoum, Chairman of the Board of Trustees for Emirates Literature Foundation, said: “The Emirates Literature Foundation and the Festival keep inspiring students from across the seven Emirates to engage with books and literature. We know the benefits of reading for pleasure are enormous, for individuals and for the society as a whole, and we are happy to share our mission with our partners and friends.”

H.E. Mohamed Al Hussaini, Chairman of EITC, said: “The Emirates Airline Festival of Literature is one of the world’s leading international literary festivals, which is why du is proud to be playing a vibrant part in facilitating the growth and popularity of this premier event. In line with the UAE National Agenda, this event is putting the country on the map as a literary hub and writing the history books by celebrating the cultural and creative richness of the UAE, the region, and the world.”

Osman Sultan, CEO of EITC, said: “Literature is a core pillar of civilization and plays an integral role in binding together the various strata of our society. As an enabler of next generation connectivity, du is a vital piece of the cloth that weaves together the connected ecosystems of the UAE. This is why we are pleased to be the Communications Partner of choice for this landmark literary event. We look forward to supporting this unique platform as it cultivates thought, creativity, and extends Arab culture to the world.”

Isobel Abulhoul OBE, CEO of the Foundation and founder of the Emirates Airline Festival of Literature, said: “We have believed in the importance of connection right from the beginning when we first launched the Festival 12 years ago. We have connected authors with readers and children with books. Our Education Programme has reached more than 250 schools across the Emirates. With the help of du, we will be able to connect even more children with authors to inspire and ignite their love of reading.”

‘Bringing literature to the fore’

As the official Communications Partner, du will provide the dynamic connectivity needed to enable the Emirates Airline Festival of Literature to strengthen the UAE’s vision of establishing Dubai as a global, creative hub for culture, heritage, arts, and literature. As well as this, du will be giving promotional support to helpmaking a lasting impact on the UAE’s rich pool of emerging youth writing talent.

The annual Emirates Airline Festival of Literature is the Arab World’s largest celebration of the written and spoken word. The preeminent event also plays an instrumental role in boosting the future progress of the UAE by unearthing talent and inspiring emerging writers to engage with literature in newfound ways and become enlightened by the power of words.

More information about the Emirates Literature Foundation can be found online and year-round news of #EmiratesLitFest on LinkedIn, Facebook, Twitter, Instagram and YouTube.

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