Gerry Reynolds’ Medium Rare takes Qantas in flight magazine contract from Bauer Custom
Qantas has moved one of Australia’s biggest custom publishing contracts for its in flight magazine and online property The Australian Way from Bauer Media to Gerry Reynolds’ outfit Medium Rare.
It is the second sizeable contract Reynolds’ startup, which was launched in collaboration with News Corp’s magazine arm NewsLifeMedia has taken from his former employer after it last year grabbed the contract for the Coles Magazine.
The change was made after a review involving several agencies, with Qantas’ group executive of brand marketing Olivia Wirth saying in a statement: “We’ve had a great working relationship with Bauer over the past 14 years and we’re very grateful for their significant contribution to our business in that time.
“In Medium Rare we have chosen a content publishing house that will help us evolve Qantas The Australian Way publications with the changing media landscape and new inflight technology.
“We are looking forward to working with the Medium Rare team to inspire and engage our customers as they plan and enjoy their travel.”
It is the latest in a series of changes being made by the airline as it looks to shake up its marketing services. Last year it handed the contract for its in flight TV advertising sales to MCN, and also moved its media buying business from ZenithOptimedia to OMD.
The airline has also repeatedly declined to clarify its creative agency and digital agency roster after using Lawrence Creative Strategy for its latest ‘Feels Like Home’ brand push, whilst last month it released a Frequent Flyer ad by The Special Group.
Reynolds left Bauer in mid-2013 and started Medium Rare in July last year along with former head of Bauer Custom Sally Wright after winning the Coles business from the German-owned publisher.
It is unclear at this stage whether the change will result in redundancies.
In a statement Reynolds said: “We are thrilled to be working with one of Australia’s most iconic brands. Combined, the magazine, tablet edition, Travel Insider web site and associated social media engage with Qantas passengers at every stage of their journey.
“We very much look forward to taking the publications to the next level.
“With our excellent working relationships with Sky News and MCN, we are confident of providing great content to customers and integrated advertising opportunities to advertisers across the entire travel experience.”
Bauer Media has been approached for comment.
Alex Hayes
Congratulations News Ltd.
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Qantas magazine = 50% watches, 30% noise cancelling earphones, 10% car rental, 10% content.
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Virgin’s used to be pretty good, however it has too, turned into exactly what you describe above.
I don’t bother flicking through it any more. It is just full of tripe.
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