Sophisticated Traveller rebrands ahead of 15 year anniversary

Fairfax Media’s quarterly luxury title, Sophisticated Traveller, has lost ‘The’ from its brand name and changed its font as part of a major revamp.

The title, which has run four times a year in the Australian Financial Review since 2004, will now be described as ‘Sophisticated Traveller’, has expanded its news front section ‘On the Move’ to five pages, and has created a regular cruise news page, ‘Drop Anchor’.

The new edition is out Friday

Sophisticated Traveller will now be print in Kepler Std, moving away from the original font Akzidenz-Grotesk BQ .

Each quarter, a hero travel shot – taken by Fairfax Media photographers where possible – will feature as the opening On The Move image.

Columns and features including Destination, Room with a View and Business Traveller will remain.

The edition will come out in both the Friday edition of the AFR and the Saturday, in AFR Weekend.

Editor Fiona Carruthers, who has sat at the helm since 2012, said the title had come a long way since being known as a cross-promotion with the New York Times.

“The key visual revamps is our font and masthead, plus we’ve dropped ‘The’, shortening our title to Sophisticated Traveller, or ST as we’re known anyway,” she said.

“We’ve come such a long way since then to be regarded as the nation’s premium glossy insert magazine – with an enviable national C-suite readership.”

Art Director Bryan Cook said he wanted to enhance the product, by helping draw the reader in.

“The design now features a fine balance of long in depth reads, bite sized info and wanderlust inducing imagery, all with plenty of breathing space to help offset the bombardment of data we take in every day, especially on our screens,” Cook said.


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