ACM has relaunched its marquee travel brand Explore after bringing the travel destination in-house.
The relaunch sees Explore content expanded across ACM’s 14 daily mastheads, including The Canberra Times, Newcastle Herald and The Courier (Ballarat), a new website at exploretravel.com.au plus the ability to book holidays directly on the Explore website.
The entire ACM digital network will publish Explore content alongside many of ACM's 120 other mastheads.
Experienced travel editor Sarah Maguire has been appointed to lead the Explore team, with Akash Arora appointed as deputy editor.
Kate Cox, head of content and travel at ACM, said: “Bringing Explore inhouse allows us to leverage the experience of ACM’s hundreds of journalists and editors from over 100 mastheads.
“With the backing of Australia’s largest independent media publisher ACM, Explore is the one travel section talking to Australians in regional and satellite communities. Our audience is highly motivated to travel and place it at the top of their plans for the next 12 months.
Paul Tyrrell, ACM chief customer and marketing officer, said: “ACM has an engaged audience of 4.3 million* people and now with the relaunch and investment in the Explore brand, we can deliver them even more exciting opportunities with immersive content across our entire network plus deals to match.
“The combination of our incredible in-house editorial team who are producing inspiring content with the ability to collaborate with our commercial partners to create best in market consumer travel offers, that can be purchased on site, is a strong proposition for clients and readers alike.”
Recent findings from the ACM Heartbeat of Australia study in partnership with the University of Canberra show significant differences between readers and non-readers, regional and metro and their propensity to travel. ACM readers are 30% more likely than non-readers to travel within Australia in the next 12 months and 11% more likely to travel overseas
The study also shows that the desire to take a trip domestically is much greater amongst regional Australians with 78% intending to travel within Australia in the next 12 months vs 59% of people who live in Metropolitan areas.
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