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| BOOKS WITHOUT BORDERS provides new books by upcoming authors to air travelers who are then invited to join the program’s online community and shop at Borders using discounts. BRAND
AWARENESS: Borders demonstrates care by reinforcing
the importance of reading & championing new authors. TARGET AUDIENCE : People still read on the plane and at the airport. Business travelers read to take their minds off work. Vacationers read to add to the escapism of vacation. HUMAN VIRAL : Air travelers are connected to many parts of the country, thus spreading info about the program through action and word of mouth.
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