Qantas has partnered with Sound Alliance to launch a ‘mobile first’ youth travel site aimed at inspiring 18 to 35 year olds to travel the world.
AWOL will cover daily travel news, and provide readers with features and destination guides that combine photography, video and in-depth travel journalism in an effort to showcase unique places in Australia and around the world as well as pushing destinations Qantas flies to.
The website, managed by Sound Alliance’s Native Studio division, aims to publish more than 1,500 pieces of original content each year on music, travel and experiences.
Sound Alliance CEO Neil Ackand said: “We know from our research that young Australians love to travel and are always on the go. The stories and content that we create will be delivered directly through the Facebook news feed to their mobile phones.
“It’s exciting to be partnering with a brand like Qantas who have clearly identified how creating custom content can reach young people in the most engaging and bold way possible.”
Qantas Group executive brand, marketing and corporate affairs Olivia Wirth said:”Sound Alliance are experts in the youth segment and we are really pleased to partner with them to create a platform that inspires more young people to head out and explore the world.
“AWOL will showcase the many destinations Qantas flies to and will give young Aussies up to date information to help plan their travel from overseas music festivals to top new places to eat and visit that are off the beaten track.”
The partnership follows Qantas launching a new brand campaign over the weekend as it seeks to “reconnect and re-engage” with Australians.
Sound Alliance was named the publisher of the year at the 2014 Festival of Branded Entertainment.