Qantas Commissioned Novels That Are The Exact Length Of Their Flight Times

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The biggest issue all advertising agencies face is how to make mundane product information sound compelling.

That was the challenge Droga5 Sydney met when their new client Qantas asked for a campaign to announce the airline's extended flight routes.

The shop came up with a charming idea – to commission a series of novels that are the exact length of Qantas flight times.

Droga5 collaborated with international publishing house Hachette to form the collection of custom books.

The series contains a range of varying genres to appeal to the airline's mostly male  Platinum Flyers  – non-fiction, thrillers, crime-based short stories –  spanning disparate lengths to correspond with popular Qantas flight routes. "City of Evil" and "Australian Tragic" are among the titles.

The agency calculated the average time it takes to read a book using findings provided by its publishing company. 

As Droga5 creative chairman David Nobay told Ad Age last week, " 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.” 

For short flights, the agency presumed that the books would be read contiguously. "For the longer flights, we accommodated [for] some napping time and meals," Mr. Nobay added. 

The campaign titled,  “Stories for Every Journey,” features design by art director Paul Belford. (See below.)

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Qantas book campaign

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The complete packaging of the collection.

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Quantas book collection

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