There is nothing more motivating than a quest for knowledge about a particular subject that interests them. Read environmental print with them and to them. A child often loves to read his own words. After a memorable experience, have the child dictate the day's events to you and perhaps illustrate them. If pictures were taken, have doubles made and let the child make their own scrapbook detailing their adventures.
Children love to send and receive mail.
Have them dictate their letters, read them back to them, let them add any other thoughts, read them again, and send them. When they receive letters in return, read them as often as asked, as repetition is a child's way of gaining understanding and mastery. Read books and have the child make up and dictate a sequel or perhaps a different ending. Make your own books. Anything that parents do to facilitate a fascination with written language will encourage them to read.