Hotel chain Country Inns & Suites by Carlson woos families with a summer promo tied to Lemony Snicket’s A Series of Unfortunate Events.
The tongue-in-cheek children’s books are the inspiration for Country Inns’ Summer Family BookBreak Package. Families who book a room through Sept. 15 get a book bag with a Snicket-style activity book, coloring tool, tattoos and door hanger/bookmark.
Country Inn’s partner Coca-Cola flags the promo on six million boxes of Hi-C juice, and Country Inns’ sister company, Carlson Wagonlit Travel, touts the offer on P-O-P at 800 travel agency offices.
“The summer is a very, very dangerous time of year,” said Daniel Handler, the author who poses as “official representative” of Lemony Snicket. “It’s known for its searing heat, and children are encouraged to go to the beach, which is filled with barracudas and crabs, or go to summer camp, which is filled with poisonous spiders and counselors. Really, the safest thing to do is to lock yourself in some sort of hotel room with a book.”
Minneapolis-based Country Inns bought 100,000 copies of Snicket’s The Bad Beginning to expand its Book It and Return lending library: Hotel guests can take a book to borrow until their next visit. Most titles have targeted business travelers; this summer, Country Inns adds a kids’ book section.
Each time a book is returned, Country Inns donates $5 to non-profit ProLiteracy Worldwide. It has donated $46,000 since the 2001 launch of Book It and Return. Maccabee Group, Minneapolis, handles.