Virgin Australia Voyeur magazine has announced the launch of its inaugural 16-page bilingual shopping guide, translated into simplified Chinese, in its October issue.
Available from this week, the launch coincides with Virgin Australia’s new daily direct flights from Melbourne to Hong Kong and Golden Week, providing Virgin Australia passengers with access to insider information on Australia’s best and most luxurious shopping experiences.
Jackie Frank, general manager of Virgin Australia Voyeur, said the launch cements the magazine’s commitment to catering directly to its growing Chinese audience, and does so by showcasing Australia’s greatest shopping experiences.
“More than half a billion Chinese tourists are expected to travel during Golden Week, which celebrates National Day in China,” she said.
“It is no secret that the Chinese tourist is an integral category within the Australian luxury market, and I’m proud of what the team have achieved to deliver more value for our partner, Virgin Australia, and our advertising clients.”
Virgin Australia group executive of public affairs Danielle Keighery said: “Since launching our direct flights between Melbourne and Hong Kong in July, we have been able to tap into the valuable inbound market that is the Greater China region.
“I am pleased we are able to offer this curated and high-end shopping guide for visitors who are travelling to Australia from these areas.”
Virgin Australia Voyeur editor Kirsten Rowlingson said: “The launch this week is another example of our ongoing ambition to create more targeted content to engage directly with our captive audience.
“It follows Voyeur’s hugely successful luxury issue in April, which was dedicated to luxurious destinations, fashion, automotive and tech.”
Virgin Australia Voyeur sales director Krista Walton said: “The Voyeur readership is a very lucrative audience that consists of a unique mix of the business frequent flyer and the luxury traveller.
“The Chinese market is integral to our luxury traveller audience, and the bilingual guide is a great example of how the team at Voyeur are innovating in line with our audience delivery to provide more return on investment for our advertising partners.”
Virgin Australia Voyeur is distributed in the seat-back pockets of all Virgin international and domestic flights.
