In 2016, Scholastic hit the road to introduce book-lovers across the nation to the Summer Reading Road Trip Tour – two, branded RVs visited key markets and priority events, with the goal of connecting kids with new books, esteemed authors, admired illustrators and beloved characters.
Two RVs, 50 events, 10,000 miles traveled, 11,600 guests, and over 6.5MM highway impressions. (And that was just year one!)
Each RV hosted pop-up reading festivals with craft activities, an animated GIF station, author/illustrator signings, book sales and character meet & greets with Clifford the Big Red Dog and Geronimo Stilton the mouse!
The tour served as a cross-organizational platform that created unified events for Scholastic’s internal teams. With such garnered success in the inaugural year, Scholastic hit the road again and has continued the summer tour, bringing more characters and age-specific activities to help continue fostering a love for reading during the summer break.