We needed to activate a brand idea that could promote the Qantas brand at a time when this precious audience was most engaged with the brand’s experience itself. We decided that we wanted to take advantage of the exact period between take off and landing and use that promotional space to talk to a captive audience in an intimate and entertaining way.

This is the first chapter in the story of how Qantas, Australia’s largest airline, is re-establishing itself as Australia’s premium airline.

Competition across the business and first class sectors is getting fierce. We needed to remind our 4,000 most valued frequent flyers that only Qantas offered an unparalleled level of service for them; a service tailored to their journey, wherever they were going.

A common layout and restricted colour palate ensured the books visually felt part of the big idea, while retaining an individuality based on each title and tailored to a key Qantas route.

Using an old Olivetti 1950’s typewriter for the book titles, the typography nodded to the printed pages inside.

The box was carefully considered, to feel like a beautiful and elegantly simple object the recipients would want to keep.

The paper stock’s textual feel is soft and clean, like the design piece as a whole.

We wanted to create a beautiful set of books with a simple, elegant design that allowed the idea to breathe.

So now when our Platinum One Frequent Flyers travel from runway to runway, they also travel precisely from cover to cover, enjoying in-flight entertainment perfect for their journey, and their journey alone.

When everyone else is just selling a seat on a plane, Qantas is delivering a premium experience that no other airline has ever delivered before.

Given that the campaign went live recently, it is too early for specific results.