Online travel business Luxury Escapes has today launched the first issue of its quarterly print publication Travel Post.
“When it comes to sell-through in the travel space, content is king. We’ve seen it work for our hotel packages. Now we’re applying the approach to brand activation,” GM Blake Hutchison said.
“Our goal is pretty simple. We want to inspire more travel. Luxury is now more affordable than ever so our content will certainly focus on higher end experiences.”
Travel Post is a 16-page tabloid format publication packed with curated travel content, and is produced by Hardie Grant Media, using content that has performed well in the Luxury Escapes magazine.
The publication is distributed through cafés and hotels across the country with 30,000 issues printed initially. The first issue includes in-depth travel features about Vietnam, Ubud and Hobart.
“We wanted Travel Post to be a celebration of life’s most sought after travel experiences. Luxury means different things to different people and in each issue there’s something for all those who appreciate quality,”Hutchison added.
“This is at the heart of what Luxury Escapes does – we offer incredibly high quality experiences at an affordable price.
“Our integrated marketing campaigns inspire our members to travel beyond their imagination. 90 per cent of our members reported having never heard of the featured property before purchasing their holiday, and more than 60 per cent reported to have changed their travel destination because of a package they saw on our site.”
According to Jeff Trounce, MD of Hardie Grant Media, “This rich pool of resources, together with our ability to commission features and images with the right audience in mind, allows us to create exactly the tone that represents the Luxury Escapes brand.
“It’s a delight to produce Travel Post knowing it will be in people’s hands at just the right moment to trigger a response.”
Hutchison said, “As with any business, one of the biggest challenges is to capture the essence of the product or experience you’re selling. I believe at Luxury Escapes we have managed to do this exceptionally well.
“By adding this print component, Luxury Escapes will be seen in more places, mean more to more customers and ultimately, this with our growing marketing mix will ensure more Australians benefit from experiencing luxury travel experiences.”