benchmark report
airline marketing
Qantas ‘stories for every journey’ In a time where everyone picks up an iPad or Kindle before picking up a traditional book, such a project seems perhaps a little out of touch in today’s world, but actually Droga 5, Qantas’ new brand agency, have come up with a great solution to promoting the breadth network of routes ranging from shor t to long haul. The agency worked with international publishing house Hachette using their expertise in the area to create a perfect collection of ten stories, which were targetted towards the Qantas Platinum Flyers, who skew male. Based on research, that means non-fiction, thrillers and crimebased stories are the most popular choices. The reason this project is so noteable, is that the books are commissioned to be in length to be finished on certain
routes, including breaks for food and a nap. “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 Droga5 creative chairman David Nobay. That idea was applied more specifically to the shor ter novels and flights, but “for the longer flights, we accounted some napping time and meals” Each book’s cover was designed by award-winning ar t director/designer Paul Belford, who was behind campaigns for The Economist, Sony Playstation and Waterstones. Stephanie Tully, CMO Qantas Loyalty, said the tactile experience and custom-created books are reflective of the sophistication of the brand, a trait that’s Qantas is focusing on more than ever thanks to its recent partnership with luxury airline Emirates.
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