Qantas launches custom-made book series for fliers

Qantas wants its passengers to pick up a book.

The Australian airline is starting a series of custom-made books that are designed to be finished during the flight, according to reports.

Qantas has partnered with advertising agency Droga5 Sydney to launch the "Stories for Every Journey" campaign. Droga5 is working with publishing company Hachette to create the collection of novels, according to AdAge.com.

Stephanie Tully, CMO of Qantas Loyalty, told AdAge that the campaign targets the airline's most frequent fliers.

Each book's cover is designed by award-winning art director/designer Paul Belford. Each book also has a special foreword from Qantas and a note from Qantas Frequent Flier CEO Lesley Grant.

Business Insider says the series will include a range of genres to appeal to the airline's mostly male Platinum Flyers. There will be a lot of non-fiction, thrillers, and crime-based short stories. Titles include City of Evil and Australian Tragic.

AdAge says Hachette has found that the average reader gets through 200 and 300 words a minute, or about a page a minute.

For long flights, the airline factored in breaks from reading to come up with the length of the books.

"After a few hours with a fine Qantas in-flight meal with Australian Shiraz, most people need a break from reading," Droga5 Sydney Creative Chairman David Nobay told AdAge.