Aussie airline Qantas, in partnership with media company Sound Alliance, has launched AWOL, the ‘mobile first’ youth travel title aimed at inspiring 18 to 35 year old Australians to travel the world.
AWOL will assemble some of Australia’s young writers to create daily travel news, features and destination guides that combine photography, video and in-depth travel journalism to showcase unique places in Australia and around the world.
AWOL will publish more than 1500 pieces of original content each year themed on music, travel and experiences.
Using its experience and success in the creation of original content in Australia, Sound Alliance Native Studio division will manage the title on behalf of Qantas, from conception to creation, distribution, amplification and measurement of every piece of content.
“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,” said Sound Alliance CEO, Neil Ackland.
“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 Qantas was looking forward to be working with Australia’s leading youth content publisher to encourage more young people to travel Australia and the world.
“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,” she said.
“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.”