Droga5 holds Qantas booking confirmation

Droga5 holds Qantas booking confirmation

Sydney creative agency Droga5 has announced work for big name client Qantas, asking the airline’s passengers “to ditch their Kindles and curl up with a good book”.

Droga5, who won the Qantas creative account last year, has teamed up with publishing house Hachette to create an initative geared toward Qantas' most travelled passengers.

The campaign “Stories for Every Journey” is a collection of bespoke books curated by the airline, each promised to last only for the duration of route the passanger is on, so that flyers will manage to finish just as their plane arrives at its destination.

Droga5 worked with Hachette to choose themes suited to Qantas Platinum Flyers, with research showing that non-fiction, thrillers and crime-based short stories are the most popular choices.

"It occurred to us that, in this world of Kindles and iPads, the last bastion of the humble, paperback novel is actually at 40,000 feet." said Droga5 creative chairman David Nobay (pictured) told AdAge. "Just take a look at the bulging shelves at any airport bookstore. But, for all its relative clumsiness, there's an unmistakably reassuring charm about thumbing through a good book as you recline amongst the clouds."

Nobay explained how the agency managed to time the book to the length of the flights.

"According to our literary friends at Hachette, the average reader consumes between 200 and 300 words per minute, which equates to about a page per minute,” said Nobay.

He added that idea was applied more specifically to the shorter novels and flights, but "for the longer flights, we accommodated some napping time and meals. After a few hours with a fine Qantas in-flight meal with Australian Shiraz, most people need a break from reading,” he added.

Each book’s cover was designed by award-winning art director/designer Paul Belford, who was behind memorable campaigns for The Economist, Sony Playstation and Waterstones.

Please login with linkedin to comment

Latest News

Michelle Guthrie (Managing Director, ABC) at Radio Alive 2017
  • Media

Guthrie To Sue ABC

Former ABC managing director Michelle Guthrie is taking her ex-employer to court, according to several media sources. As reported in The Australian, Guthrie lodged papers with the Fair Work Commission earlier this week, citing unfair dismissal. Guthrie was fired half-way through her five-year term as managing director of the public broadcaster. The move follows news last week communications […]

Inside Louis Vuitton’s Enduring Success
  • Marketing

Inside Louis Vuitton’s Enduring Success

B&T considers itself the Louis Vuitton of trade media: classic styling and understated elegance. OK, who are we kidding.

by B&T Magazine

B&T Magazine