CALLING the airplane the final bastion for the old-fashioned paperback novel, Aussie airline Qantas is launching a series of specially written books that can be read from start to finish within the duration of a flight.
Aimed at appealing to the carrier’s frequent flyers – most often business travellers – the strategy is meant to strengthen the brand’s image as a sophisticated, premium airline, particularly in light of its recent partnership with luxury Middle Eastern airline Emirates.
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