Medium Rare expands Qantas responsibilities winning contract for Qantaslink magazine

Medium Rare Content Agency is set to publish QantasLink's inflight Spirit magazine after the the regional airline completed a review of its arrangements.

spirit magazineMedium Rare Content Agency is set to publish QantasLink’s inflight Spirit magazine after the the regional airline completed a review of its arrangements.

The custom magazine publisher will supply publishing and sales services for Spirit magazine, which will be redesigned, reformatted and re-launched as a bi-monthly publications from September.

To coincide with the new print edition, Medium Rare will also launch a special Spirit section in the Qantas magazine app and develop rural and regional content for

Olivia Wirth, Qantas group executive brand, marketing and corporate affairs, said in a statement: “Qantas was born in regional Australia and since that time we have continued to fly, with great pride, to many regional and rural communities around the country.

“The new-look Spirit magazine will tell local stories and share the beauty and diversity of these regions with people around the world as Spirit content will also be available on Qantas Travel Insider and our Qantas Magazine App.”

Gerry Reynolds, Medium Rare managing director, said: “As the current publishing partner of Qantas magazine and its digital extensions, we are delighted to be able to continue to grow our relationship with Australia’s most iconic airline.

“We very much look forward to offering QantasLink passengers a new look magazine with inspiring and engaging content and providing advertisers with opportunities to reach a highly engaged audience.

“The re-launch of Spirit magazine will foster deep connections with regional communities on topics that are close to QantasLink passengers’ hearts and will deliver an intimate, trusted and inspiring experience for the six million passengers who fly QantasLink each year.”

For Medium Rare the contract win follows on from the publisher being appointed the publisher of David Jones’ new customer magazine and app, which are due for launch in August.


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