News Corp launches new travel brand
News Corp Australia has announced a new travel brand led by The Australian, Travel + Luxury.
The announcement:
News Corp Australia today announced the launch of Travel + Luxury – a new travel brand led by The Australian and available as a quarterly gloss magazine and content vertical on theaustralian.com.au.
The glossy large format magazine will be inserted in The Australian with the first edition being published on Friday, March 26.
The Australian Editor-in-Chief Christopher Dore said: “The Australian is delighted to launch Travel + Luxury, our latest high-quality magazine that will inspire readers who love travelling and dream of their next trip. Under Kerrie McCallum’s editorial guidance and category expertise, our renowned contributors and travel content will create the most premium travel product in the country.”
As part of the launch, Travel & Indulgence in The Weekend Australian will rebrand to Travel + Luxury Weekend. Travel sections in delicious., Vogue Australia and Vogue Living will also carry the Travel + Luxury branding to create the ultimate network for prestige travel.
Designed for a curious and affluent audience in search of unique experiences, travel news, inspiration, products and adventure, Travel + Luxury will feature an unparalleled line-up of leading travel writers, photographers and luxury experts, along with international content from sister titles, The Times, WSJ Magazine and Conde Nast Traveller.
Editorial Director of Premium Food and Travel, Kerrie McCallum said Travel + Luxury will provide a platform to tell the most premium travel stories locally and globally.
“News Corp Australia has for many years, been the leading travel destination for Australians and we have an amazing audience of travel intenders,” said Ms McCallum.
“I’m thrilled to be expanding our travel portfolio with the launch of Travel + Luxury. The Australian and the News Prestige Network brands enable us to engage with a premium travel audience, helping them uncover unique experiences, make memories and celebrate life’s special moments.
“While the travel industry has faced unprecedented challenges in the past year, our desire to explore has only intensified. Travel for Australians is intrinsic to our culture and we’re gripped by wanderlust. At a time when prospective travel corridors are still emerging, high-tech hygiene practices are evolving, and a vaccine rollout is underway, we’re already thinking big. Travel + Luxury is dedicated to, and predicated on, keeping our travel dreams alive.”
Tourism Australia is the launch partner of Travel + Luxury.
Tourism Australia Managing Director Phillipa Harrison said: “Tourism Australia is delighted to be the launch partner of Travel + Luxury. While many destinations around the world offer luxury holidays, Australia’s offering is rare and compelling, and is very much reflective of our world-class natural beauty, our exceptional food and wine offering, and our people.
“Our natural environment and propensity for outdoor living has seen the development of a unique collection of ‘barefoot’ and adventure luxury experiences that appeal to those who travel to seek knowledge as well as a genuine connection with people and place.”
The inaugural issue of Travel + Luxury will showcase destinations both realistic and idealistic – from inviting lodges in New Zealand to astonishing tours of Antarctica, a blockbuster Impressionism exhibition in Melbourne to designer and hotelier Collette Dinnigan’s new bespoke experiences for a handful of guests.
The launch of Travel + Luxury is being supported by a multi-channel marketing campaign that will run across print, radio, DOOH, digital and social channels, along with a sampler magazine that will be inserted in delicious., Vogue Australia and Vogue Living in early March.
Source: News Corp Australia media release
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topics
Christopher Dore
Kerrie McCallum
News Corp Australia
Phillipa Harrison
The Australian
Tourism Australia
Travel + Luxury
