Nine’s Traveller revamped ahead of metro title integration

Nine’s Traveller has been fully integrated into Nine’s metro titles, and with it comes a revamp for the site, with a new digital look and commercial offering.

The announcement:

As Australia experiences a post-pandemic travel boom, the country’s most respected and knowledgeable travel writers are leading Traveller into a bold new digital era, with a revamped offering for subscribers and brands as the site is fully integrated into Nine’s metro titles.

From today, traveller.com.au is fully integrated into The Sydney Morning Herald, The Age, Brisbane Times and WAtoday websites, with new editorial offerings including holiday and destination guides; an affordable travel series; enhanced site navigation and search capability, with readers able to save stories in preparation for their next trip and share travel tips.

Featuring travel experts in editors Trudi Jenkins, Anthony Dennis and Craig Platt as well as regular columnists Ben Groundwater, Michael Gebicki and Lee Tulloch, subscribers can now access a wealth of ideas to help them plan their holiday.

Destination Guides are an indispensable resource full of must-do highlights, and where to stay and eat when planning a trip to places both in Australia and overseas, including London, Fiji, New York and Bali. Holiday Guides will focus on a theme or type of holiday such as beaches and islands, solo travel, sustainable holidays and cruising, featuring tips and recommendations for every type of traveller.

The guides also provide a dynamic opportunity for brands, with the new-look site able to connect them with a high-value, engaged audience through immersive branded content, contextual alignment in the guides and sponsorship opportunities.

While Australians are some of the world’s keenest travellers, it’s not as easy as it used to be to set off on holiday, with cost and capacity still a factor. Traveller’s new affordable travel series will feature stories including how to do Europe on a budget, best-value family destinations and the best beach stays in South-East Asia for less than $100 a night.

“Traveller is Australia’s most-trusted publisher of expert advice, reviews and the go-to destination for anyone in search of inspiration and insider knowledge for their next holiday,” said Julia Naughton, head of life of The Sydney Morning Herald, The Age, Brisbane Times and WAtoday.

“Whether planning, or just dreaming of an adventure, this integration represents our commitment to giving Traveller readers a revitalised experience, and our subscribers more value than ever before.”

With a monthly cross-platform readership of 1.6 million* and a social-media presence of nearly 300,000 people, Traveller is a travel destination in its own right.

“A much-loved brand like Traveller, with a team that has an enviable knowledge of this segment, is the perfect environment for brands to align with, ensuring they target audiences at scale who are passionate about travel whether it be domestic or international,” said Jo Clasby, director of sales total publishing.

“This new-look site will enable brands to interact with a high-value travel audience like never before, from solus EDMs, branded content and high-impact contextual alignment to social extensions and sponsorships of newsletters and podcasts.”

The new-look Traveller site launches today, through smh.com.au/traveller; theage.com.au/traveller; brisbanetimes.com.au/traveller and watoday.com.au/traveller

Source: Nine


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.