Holiday Inn Express Partners with Rif
MARCH 27, 2007. Holiday Inn Express is partnering with Reading Is Fundamental, Inc. (RIF), the oldest and largest non-profit children's literacy organization in the U.S., to help put books and literacy resources in the hands of the children who need them most - and "smart" guests can help.
As part of the partnership, RIF will receive a donation equal to 9 percent of the consumed room rate for every guest who initiates a reservation via www.hiexpress.com/rif starting today. This ongoing program does not limit travel timeframes and offers the lowest Internet rate guaranteed for each of the brand's nearly 1,700 properties worldwide. The brand has pledged to raise at least $100,000 for RIF by the end of the year through this and other programs. Each reservation made through the site is a crucial step in helping RIF serve 4.5 million children in need each year.
In addition, Holiday Inn Express properties across the country are committing to raise at least $1,000 per hotel this year by engaging their staffs and local communities in unique ways such as hosting book readings parties. All hotel funds raised will stay in local communities for the purchase of new books and literacy resources, and will benefit local RIF programs. To kick-off the program at the local level, the Holiday Inn Express brand and Scholastic will distribute 150,000 books to RIF programs across the country. Scholastic, a global children's publishing, education and media company, is a long-time supporter of RIF.
"As America's fastest growing hotel brand, we have an opportunity to leverage our system size and strength and make a substantial impact on children's literacy nationwide," said Verchele Wiggins, vice president, Brand Management, Holiday Inn Express. "Helping guests 'stay smart' is what the Holiday Inn Express brand is all about, and what could be smarter than developing a love for reading at an early age? We're proud to rally our team and our guests behind this meaningful cause."
Corporate and consumer participation in helping RIF with its mission is critical as the organization provides 16 million new, free books and literacy resources each year to the children and families who need them most. RIF's highest priority is reaching underserved children from birth to age 8.
"With more than a third of our fourth graders reading below basic levels, we have an important mission to improve children's literacy," said Carol H. Rasco, RIF president and CEO. "Through the generous support of Holiday Inn Express and its guests, we can build a culture of literacy where all children have the language skills to succeed in school and life."
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