Qantas creates stories for every journey in latest Loyalty campaign via Droga5 Australia

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“In this world of Kindles and iPads, it seems that the last bastion of the humble paperback novel is actually at 40,000 feet. You only need to look at the bulging shelves at any airport bookstore. Maybe it’s the fact that everything seems so far removed from the real world up there,” says David Nobay, creative chairman of Droga5 Sydney.

 

So when Droga5 was briefed to create a campaign that would remind Qantas’ most frequent flyers that, as well as improving its service, it has also expanded its routes, they thought why not create a bespoke collection of paperbacks, specifically edited to last just as long as each of Qantas’ key routes.

 

Collaborating with Australia’s largest publishing house, Hachette – who also boasts many of Australia’s freshest young literary voices – ‘Stories for Every Journey’ was born: a collection of ten bespoke novels – spanning horror, satire, non-fiction, history and romance. The routes range from the shortest (1.5 hours) to the longest (23.5 hours) and the 10 novels were edited over 3 months by Hachette’s editorial directors to allow for take-off, landing, and the odd glass of Shiraz.

Creative Chairman: David Nobay

Executive Creative Director: Duncan Marshall

Creative Director/Head of Art: Daryl Corps

Writer: Barnaby Packham

Art Director: Daniel Bolton

Senior Print Producer: Anthony Martin

Designer: Paul Belford, Paul Belford Ltd

Senior Business Director: Liz Ainslie

Business Manager: Frankie Garlick