Every airport has multiple bookstores, and there’s nothing better to do than read a book on a long flight. How can Penguin capture this “transportation” market?

This is Flying Penguins: a library in a vending machine in an airport.

The next time you’re at the airport, use this vending machine to borrow something to read. The book’s yours for the duration of your trip. To return it, use the provided envelope and shipping label—or drop it in the bin at your destination.

Out of home advertising will be placed outside participating airports to spread the word.