Adventure World repositions with major publishing deal
After eight months of “rebuilding” Adventure World under new owners The Travel Corporation, managing director Fiona Hunt has revealed a revised brand proposition as she launched a new publishing venture with National Geographic.
Under the deal, Adventure World has become the ANZ publisher of National Geographic’s Traveller magazine, with the first issue now on sale.
It is the first time that a travel company has become a magazine publisher and makes Adventure World the publisher of the largest dedicated travel magazine in the Australia and New Zealand markets, according to Hunt.
“There is no question about why we as a travel company would become a magazine publisher – just take a look at business today, take a look at marketing today – content is king,” she said.
“It’s no longer about one single message. Our consumers are far more demanding with us that we provide them with unique, extraordinary and tailored content on a regular basis.”
Similarities between Adventure World customers and the National Geographic audience also make the tie-up a great fit, she continued.
It represents an extension of Adventure World’s three-year partnership with National Geographic which sees the two companies collaborate on an annual series of “Live” events held at venues such as the Sydney Opera House.
The strengthened partnership is a sign of the significant change underway at the company as it seeks to become a global brand under The Travel Corporation, Hunt continued.
“The brand had probably lost its way a little. There had been a lot of change, a lot of change of CEOs and a lot of change of ownership,” she said.
“So we’ve really spent the last eight months helping Adventure World find its way, understanding what its true product proposition is and building a brand identity that rolls from that.”
The new brand, which incorporates the redesigned logo unveiled on Friday, is about positioning the company as “drivers of curated soft adventure product”.
“Adventure World is no longer about the more cheap and cheerful end of the product sphere. It’s about unique, tailored, truly extraordinary soft adventure curated experiences.”
Meanwhile, head of marketing Neil Rodgers revealed that more new initiatives would be rolled out over the next 12 to 18 months.
“Being part of a travel company has really allowed us to thrive,” he added.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
adventure travel adventure world fiona hunt national geographic soft adventure the travel corporation ttc wholesalersLatest News
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