Ad agency Droga5 Sydney won last year Australian airline Qantas account. One of the projects they managed to create is called “Stories for Every Journey”. It’s a collection of novels, in a paperback form, tailored to each flight’s duration, so that passengers will manage to finish them just as their plane lands.
The project was prepared in cooperation with publishing house Hachette, to “create a push geared toward Qantas’ most traveled passengers.”
Droga5 Sydney Creative Chairman David Nobay says:
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.
While the concept of flight-tailored reading is very convincing, and promises great time with a good book instead of watching videos, the big question is why should passengers ditch their Kindles or iPads.
I can imagine that within the same “Stories for Every Journey” project passengers are offered a download link (mobi for Kindle, epub for the rest of devices) to a novel that is tailored to read on that particular flight.
On top of that, we don’t have to talk about “last bastions” at all, as print book is never going to die. I also think that being on the airplane is not particularly suited to read print books. It’s just the same situation as travelling by a train or commuting. Or is it about the need to turn off electronic devices during takeoff? It may soon change.
What do you think. Is the last bastion of the paperback novel really 40,000 feet above?
Via Advertising Age.
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