Australia’s best-selling travel magazine, Australian Traveller, has partnered with Tourism Australia to publish a special collector’s edition and digital hub for families – the Parents’ Guide to Our Amazing Aussie Cities to boost domestic travel to Australian cities.
The launch of the 172-page magazine on June 10 is being supported by a national television and digital media advertising campaign with creative by Common Ventures. Cherry Media took care of the media planning and buying.
Australian Traveller co-founder Quentin Long said the content targets two types of families – those with pre-teen kids and the hardest travellers to please, teenagers.
“We want to make it as easy as possible for Aussie families to find great family experiences in our amazing cities, so we have reduced the cover price to cost,” said Long. “We don’t want to profit from Aussie families putting money in the tills of the city tourism and hospitality operators who are crying out for customers.”
Long added the content will be published on a dedicated australiantraveller.com hub (here) and divided into state/city-based pages with stories on each city including:
• 10 things to do before you turn 10
• Independence days – how to keep teens entertained
• Plan and go guide (four-day itineraries)
• Eating out
• Hotels and accommodation
• Events and free stuff
• Side trips (easy day trips outside the city)
Each in-magazine city section will be perforated for travel use, and individual city “checklists” can be downloaded online.
Long said the company has printed 50,000 copies of the special edition following the earlier success of their 2020 one-off 100 Ways to Holiday Here This Year sold out after only a handful of days on sale.
See also: What happens when a magazine is promoted, priced competitively
