Regular Springwise readers may remember the reader-in-residence program London's Andaz Liverpool Street hotel ran last year during the London Book Fair. Picking up on a similar idea, renowned interior designer David Carter recently hosted a series of "Bedtime Stories" events for grownups at his townhouse-turned-boutique-hotel in East London.

Carter opened up the two guest bedrooms in his restored 1717 townhouse—known as 40 WiNKS—this past spring, primarily for the use of photographers, designers, models and others in the creative and fashion industries. In part to mark the launch, he teamed up with audio fiction retailer Spoken Ink to conduct four storytelling nights featuring performances by Spoken Ink actors. The events took place on four Wednesdays in June and July, and each focused on a different theme: "stories to make you smile," for example, or "love and longing." Guests at the candlelit events—which cost GBP 20—were asked to wear pajamas or other nighttime attire; between-performance drinks and appetizers were provided. Concluding each event was a live musical performance.

"It goes right back to when people were sitting around in their caves, talking about buffalo hunts, or coming home and saying they ran into their pterodactyl that day," Carter told the Wall Street Journal.

Indeed, whether it's a buffalo hunt or a unique nocturnal event at a flamboyant boutique hotel, consumers crave experiences they can turn into status stories of their own, impressing their friends and family with what they've seen and done. Provide such fodder in an engaging and memorable way, and you'll be able to write your own happy ending! ;-) (Related: Heathrow Airport installs writer in residence.)

Website: www.40winks.org
Contact: www.40winks.org/reservations.html

Spotted by: WSJ via Judy McRae

In an effort to defibrillate its tourist industry after the shock of the swine flu outbreak, Mexico City is reaching out by being generous. Under a scheme launched late July, the city's tourism office is offering free medical insurance and tourist assistance worth an estimated USD 30 per person to every tourist that visits the city.

“Of all the world’s largest cities, Mexico City is the first to try this,” said Mayor Marcelo Ebrard at a ceremony unveiling the service. Since average hotel occupancy rates dropped to a record low in April/May of this year, the tourist department has been quick to introduce an incentive for both national and international guests. It's no surprise that "medical assistance in case of influenza AH1N1" heads up the list of services on the official website. Medical assistance for any other ailment, as well as emergency hospital accommodation and dental care are also included in the policies, which are underwritten by insurance provider MAPFRE.

The insurance isn't limited to medical issues; a 24-hour call centre will also provide legal assistance in case of robbery, and will help tourists whose flight is cancelled or delayed. The centre is staffed by attendants who are fluent in English, French, German, Portuguese and Spanish, who will even book tickets for events in the city. Whether or not this initiative will bring back the tourists remains to be seen. But it's an innovative move by Mexico City, tackling a major issue with wide-sweeping generosity.

Website: www.mexicocity.gob.mx/contenido.php?cat=50500⊂=13
Contact: servicios@mexicocity.gob.mx

Spotted by: Murtaza Ali Patel

Airports in August are generally heaving with tourists, delayed flights and the occasional strike. London's Heathrow Airport, however, seems to be focused on moving forward, judging from two innovative services it launched this month: first its new driverless personal transport pods, and now a writer in residence. And not just any writer: residing in Heathrow's Terminal 5 is Alain de Botton.

Focusing both on the people who work at the airport and those that pass through it, De Botton's weeklong layover at Heathrow seems to combine elements of his recent "The Pleasures and Sorrows of Work" and his earlier "Art of Travel". The author won't be idling away his time in Terminal 5's lounges or champagne bars; seated at a desk, he's writing a book that will be published late September. As he types, the work-in-progress is projected on a screen behind him. An excerpt published by The Faster Times:

"In the cloudless dawn, a sequence of planes, each visible as a single diamond, had lined up at different heights, like pupils in a school photo, on their final approach to the north runway. Their wings unfolded themselves into elaborate and unlikely arrangements of irregularly sized steel gray panels. Having avoided the earth for so long, wheels that had last touched the ground in San Francisco or Mumbai hesitated and slowed almost to a standstill as they arched and prepared to greet the rubber-stained English tarmac with a burst of smoke that made manifest their planes’ speed and weight."

Besides publishing at the speed of light and providing Heathrow with some lovely literary publicity, the endeavour taps into two ongoing consumer trends. First off, the status stories element: passengers and staff members are invited to share their stories with De Botton, and have a chance of being immortalized in A Week at the Airport. Secondly, a generous dose of free love: Heathrow will be handing out 10,000 copies of De Botton's diary to passengers travelling through the airport. Smart marketing move by Heathrow, and one for any other brand to be inspired by: be delightful, be relevant, be generous. (Related: Hotel offers 'reader in residence' — Airline alliance offers free audiobook downloads at airports — Personalized inflight mags at Heathrow's Terminal 1.)

Website: www.heathrowairport.com

Spotted by: Raymond Kollau

Much akin to an all-you-can-eat buffet or an all-you-can-read digital magazine subscription, New York-based airline JetBlue now offers customers a month of unlimited travel for USD 599.

Announced yesterday and extending through Aug. 21 while supplies last, JetBlue's All-You-Can-Jet offer lets anyone buy a pass that's good for unlimited trips to any of the airline's 56 international and domestic destinations between September 8 and October 8 of this year. Pass holders will have access to every available seat on every flight—no limits on seats, and no blackout dates—and they can book travel up to three days in advance of their trip. The only requirement is that they sign up for the airline's TrueBlue loyalty program before booking flights; buyers of an All-You-Can-Jet pass will also be awarded 35 TrueBlue points for their purchase. Taxes and fees for trips internationally and to Puerto Rico are not included.

The all-you-can-fly concept isn't entirely new, it should be noted: American Airlines reportedly offered a lifetime AAirpass through the Neiman Marcus catalogue several years ago—for USD 3 million. Will this shorter-term—and far more affordably priced—version fare better? One to watch!

Website: www.jetblue.com/deals/all-you-can-jet
Contact: www.jetblue.com/help/contactus

Spotted by: krautland

We've written about holiday rental houses that let consumers try out stargazing and farming; at the opposite end of the spectrum, perhaps, is a new UK-based project that aims to let them experience world-class architecture instead.

Reportedly the brainchild of writer and architectural critic Alain de Botton—and with the Swiss ambassador to the UK on its board of advisors—Living Architecture hopes to offer holiday renters the experience of living, eating and sleeping in a space designed using outstanding architectural practices. Toward that end, it has commissioned established and emerging world-class architects to build houses around the UK. Peter Zumthor, for example, is currently working on a hilltop retreat designed for periods of sustained work and reflection. That house will be on the edge of Dartmoor, according to Building Design, while the "Balancing Barn" in Suffolk—now in the works from Dutch architectural firm MVRDV—will reportedly be the first to be built. Filling out the roster of five are The Long House, Shingle House and In-Between House—designed by Hopkins Architects, NORD Architecture and Jarmund/Vigsnæs Architects, respectively. All will be available for holiday rentals beginning in the spring of 2010.

Offering a sort of high-end tryvertising along with an educational experience that's sure to create status stories aplenty, the Living Architecture project is in some ways reminiscent of the pop-up Greenhouse by Joost cafe that was erected in Melbourne last year to demonstrate sustainable practices. It's better to show than to tell, as the saying goes—how can *your* brand demonstrate its possibilities in a way that will impress, educate and get consumers talking...? (Related: Test-sleeping for homebuyers.)

Website: www.living-architecture.co.uk
Contact: info@living-architecture.co.uk

Spotted by: Rinske Eekhof