The Flying Kangaroo
Book | Film
Year
2020
Client
QANTAS
Services
Research, writing, editing, design, content management, image retouching, proofing and production. Sales and distribution in partnership with Affirm Press.
Short Description
As Australia’s homegrown airline, Qantas, with its iconic red kangaroo, evokes a sense of home for Aussies wherever they are. So when the company turned 100, they wanted to create a book that was full of nostalgia and history to celebrate their storied past.
Qantas gave us unprecedented access to its archives, allowing us to unearth some real treasures. Once the book landed in stores it became a story of sales success.
Choosing the best images required a deep understanding of the book's themes. The selection process was a real team effort with the writer, editor, designer, and client all working together.
Hyphen is a terrific publisher to work with. The Hyphen team did all the heavy lifting from research and writing to design and distribution and did it with great aplomb, professionalism and attention to detail. They are collaborative, creative and clever storytellers and a truly delightful team to work with. I am happy to rave about how truly marvellous you are!’
Everybody knows Qantas, and it was our job to add some layers to that. Once we’d spent some time with the company’s vast collection of archival images (and visited Longreach to get behind the scenes) we knew it needed to a photo-heavy, timeline-based book. Working with Affirm Press, we made sure that it appealed to the trade market, extending Qantas’s reach into bookstore sales. You have to handle an Australian icon with care (especially during a global pandemic), but you can have some fun with it, too.