Bodour AlQasimi promotes reading as cultural haven via campaign

Rooted in Sharjah's unwavering commitment to culture, this initiative aspires to transform reading into a rich experience that fosters a sense of belonging to the city and highlights its unique character in the hearts of residents and visitors alike. This vision will be brought to life through a curated range of creative products that reflect Sharjah's spirit, history and cultural narratives. These products, designed to serve as cultural touchpoints, spark curiosity around Arabic books and Emirati authors, with each product bridging personal style and literary exploration.

The campaign is based on an innovative idea inspired by the experience of a quiet hotel stay, where reading is established as a sophisticated haven that lends the reader a sense of serenity and tranquility. Sharjah is presented as that haven, an Emirate where residents and visitors are welcomed as guests of culture, immersed in a rich ecosystem of integrated literary and cultural experiences. In this vision, the book becomes a gateway that transports the reader to another world of contemplation and comfort, by presenting the reading within promotional scenes that mimic the atmosphere of hotels that combine luxury and the spirit of authenticity in the Emirate of Sharjah.

In this comfortable atmosphere, reading is presented as an integrated lifestyle experience that gives the reader a sense of belonging and tranquility, and the pages become a space for relaxation and discovery, just like a quiet stay in a hotel.

Her Highness Sheikha Bodour emphasised that reading is not merely an act of acquiring knowledge, but a living bridge that connects individuals to the memory of a place and its cultural spirit. Her Highness noted that the campaign reimagines the relationship between the reader and the city of Sharjah, empowering individuals to feel part of the story, where the book becomes an extension of the city’s nature and soul, deepening a sustained love for knowledge and reinforcing a close connection to local cultural heritage.

Her Highness said: “The ‘Check in At Sharjah, Stay with Literature’ campaign was designed not only to be an invitation to read, but to be an integrated path to building a deeper emotional connection between individuals and their cultural space, strengthening belonging and enriching the cultural movement in society, while contributing to the civilisational project established by His Highness Sheikh Dr Sultan bin Mohammed Al Qasimi is the Supreme Council Member and Ruler of Sharjah”

Based on the belief that reading is a way of life, “Menassah Distribution Company”, through this campaign, offers products that combine fashion, books, hospitality, board games, and stationery, reinforcing the company's identity, beyond the products to a complete lifestyle. The product line also includes phrases that celebrate the reading culture, such as "Reading Club" and "Read, You're in Sharjah," as well as prominent Sharjah landmarks, to cultivate an emotional connection to the city and its cultural identity, and to establish reading as a cultural haven inspired by the spirit of Sharjah.