Qantas has a story for every journey

Working on the theory that airlines are one of the last bastions of the humble paperback novel, Qantas has partnered with Hachette to create a series of novels that are tailored to the length of the flight.

The paperbacks are based on existing works of fiction from Australian authors that have been edited so that the time taken to read them fits the flight time of a specific route.

Designer Paul Belford then created a cover for each book, complete sets of which were then boxed and sent to the airlines most valued frequent flyers, together with a personalised letter from Qantas Frequent Flyer chief executive, Lesley Grant.

Company: Qantas

Brand: Qantas Frequent Flyer

Client: Stephanie Tully, chief marketing officer, Qantas Loyalty

Agency: Droga5

Creatives: David Nobay, Duncan Marshall, Daryl Corps

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