Publishing Perspectives is making a big deal out of a little promotion currently being by Condor Airlines:
German airline Condor and Vorsicht! Buch, a marketing initiative of the German book trade, have jointly launched a summer campaign to promote reading: travelers on Condor are allowed one extra kilo in their hand luggage just for books.
Here’s how the campaign works: through August 31st, local booksellers are handing out stickers to their customers that say “Buch an Board!” (Book on Board). Just stick it on your suitcase and Condor will allow an extra kilo of weight in your hand luggage. You’ll be set for that lovely book-heavy holiday you’ve been looking forward to! All bookseller members of the German Publishers and Booksellers Association received stickers and window signs to promote the campaign.
Whatever shall the passengers do with that extra kilo?
They can carry a whole extra textbook, and are rich beyond measure.
Snark aside, I would have more interest in this program if it included ereaders and thus gave passengers the option to carry an entire library with them rather than a couple extra books (or perhaps encouraged passengers to donate books rather than bring them on a flight).
That said, I deeply admire Condor. It costs them almost nothing to spare that extra kilo for books, and it’s getting a lot of press – even though passengers will only be able fit a couple books in the allotted weight. This isn’t much of a story, but it is a great marketing coup for Condor. A cheap gimmick got them coverage in PP, The Guardian, and (probably) other news sites.