News Corp Australia is launching its new travel brand, Travel + Luxury.
The new platform, led by The Australian, will be available as a quarterly gloss magazine and content vertical on theaustralian.com.au. The large format magazine will be inserted in The Australian with the first edition being published on Friday, March 26.
“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,” says The Australian editor-in-chief Christopher Dore.
“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.
“I’m thrilled to be expanding our travel portfolio with the launch of Travel + Luxury,” says editorial director of premium food and travel Kerrie McCallum.
“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.”
The roll out of Travel + Luxury, which has Tourism Australia as its launch partner, is being supported by a marketing campaign which 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.
“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,” says Tourism Australia managing director Phillipa Harrison.
“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.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.