05 Oct 2017
Leading home-grown publisher Grin Creative and Australian travel disruptor Luxury Escapes have joined forces to launch a new, fortnightly print magazine.
The first issue of the free Luxury Escapes Magazine goes live in early November and will be distributed to 500,000 homes across Melbourne and Sydney.
The magazine will extend Luxury Escapes' audience, which currently represents two million subscribers worldwide, as well as bolstering its efforts to own the conversation around accessible luxury travel following the company's award-winning TV show, Luxury Escapes: The World's Best Holidays, which has just wrapped up a second series on Channel 7 and is now being shown across 12 South-East Asian markets.
Luxury Escapes' General Manager Blake Hutchison said the Luxury Escapes Magazine was intended to inspire more people to travel.
“The Aussie adventurous spirit and love of travel is known throughout the world and we're excited to fuel this with beautiful content and great deals to amazing places,” Hutchison said.
“Readers can look forward to beautiful photography and content created by some of travel's best writers, plus insider tips for travel, destination guides to the world's most beautiful locations and the scoop on Luxury Escapes' signature deals to amazing locations.”
Mr Hutchison said Luxury Escapes' approach to integrated marketing campaigns already inspires Australians to travel beyond their imagination, and the introduction of the new fortnightly print publication would amplify this even further.
“We know that 90 per cent of Luxury Escapes' customers choose to holiday at properties they've never heard of – we are helping to drive new demand – and that 60 per cent have changed their intended travel destination because of a holiday they saw on our site. It will be exciting to see the impact the new magazine will have on Australian holiday choices.”
Luxury Escapes Magazine is run by Emily Rayner in conjunction with Grin Creative. Emily recently joined Luxury Escapes as Head of Digital and Content Merchandising following three years with Fairfax Media, most recently as Executive Editor of The Weekly Review.
“We are taking Luxury Escapes to an entirely new level with this magazine,” Rayner said.
“We will inspire readers with beautiful travel content and transport them to stunning destinations and incredible hotels and resorts, tours and cruises around the world. The magazine will compliment Luxury Escapes' other powerful channels including Facebook and our hit travel show on Channel Seven.
“Through providing relevant and inspiring content we'll help readers to make smart and value-based choices and also open up the opportunity to connect advertisers with our audience."
Grin Creative is well placed to ensure Luxury Escapes Magazine connects meaningfully with both readers and advertisers: the agency already produces travel titles including National Geographic Traveller and the award-winning get lost magazine, which was founded by the agency's Managing Director Justin Jamieson more than ten years ago.
“Over the past ten years Grin has positioned itself as an authority on travel creative and publishing,” Jamieson said. “We are incredibly excited to work with Luxury Escapes to create a publication that not only inspires with rich content but also enables readers to book amazing holiday experiences.”
“The magazine will certainly complement our existing titles and, with its fortnightly distribution, open up some amazing tactical advertising opportunities for a range of luxury brands,” he added.
Luxury partners including Oman Tourism and Qatar Airlines have already been confirmed as advertisers in the Luxury Escapes Magazine, which will initially be published for three months but is likely to continue well beyond then.
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For more information:
Peter Taylor
Luxury Escapes
Tel: 0499 055 055
Email: peter.taylor@luxuryescapes.com
Justin Jamieson
Grin Creative
Tel: 03 9486 0550
