Travel + Leisure August 2012
American Express Publishing?s Travel + Leisure released its annual World?s Best Awards comprising editorial on the most sought-after travel destinations combined with ads from marketers including Louis Vuitton, Waldorf Astoria and Lexus.
Similar to other ?best of? magazines lists, the World?s Best awards heavily influence how many and which advertisers get maximum exposure in the edition. Indeed, other marketers spanning automotive, travel, fashion and consumer electronics brands all want a piece of the action.
?Travel + Leisure?s August issue is always a favorite with our subscribers and newsstand buyers,? said Nancy Novogrod, editor in chief of Travel + Leisure, New York. ?It is where we present? the results of the magazine?s annual World?s Best Awards survey.
?The awards offer the combined opinions of some of the best traveled people out there ??Travel + Leisure readers,? she said. ?This year?s issue also has the advantage of the intensive head-to-toe redesign we launched in June, which means that photographs are larger, the pages more open and engaging and the navigation easier.?
Travel + Leisure has a rate base circulation of 950,000. Its readership has an average household income of $97,170.
Cream of the crop
The World?s Best list is curated by the opinions of tens of thousands of Travel + Leisure readers, according to the publication.
The list includes categories such as top cities, islands, cruise lines, car-rental agencies and hotels in the United States, Canada, Australia and New Zealand, Hawaii, The Caribbean, Bermuda and the Bahamas, Mexico and Central and South America.
Part of the World?s Best awards
The Best of Awards includes symbols that indicate a World?s Best debut, great values, hall of fame and T+L find.
Full-page images are incorporated as both background and stand-alone pages throughout the 12-page spread.
?Although we always cover a wide range of destinations, I would say there is a lightness and brightness to summer issues, a sun-filled quality that is appropriate to the season,? Ms. Novogrod said. ?And then the service component has special significance for the season ? for instance, the roundup of adventure travel outfitters in Strategies.
?There is also a bit of a surprise and texture in the way we handled our Cure for Jetlag piece, to break up all those alluring photographs of destinations,? she said.
Winner?s circle
Brands including Louis Vuitton, The Resort at Pelican Hill, Newport Beach, CA, Rolex, Viking River Cruises, Bellagio, Boeing and Crystal Cruises took up front-of-book ads for this issue.
Louis Vuitton ad
In addition, Dorchester Collection, Oceania Cruises and Bose have ads speckled in the editorial features.
Not surprisingly, ?best of? lists for high-end publications are beneficial marketing opportunities for luxury brands.
For example, brands including Chanel, Louis Vuitton, Hublot, Herm?s, Roger Dubuis, Bellagio, McLaren and Lamborghini went for a tactile experience in the print version of Robb Report?s Best of the Best list in June (see story).
?The World?s Best Awards are our biggest platform of the year, revealing interests and trends in places, accommodations and types of travel,? Ms. Novogrod said. ?It is a hit list of sorts for the devoted travelers that make up our audience.
?The Awards also underscore the mission of the magazine: to make travel irresistible by highlighting the most seductive and interesting places and opportunities for experiencing the world,? she said.
Final Take
Rachel Lamb, associate reporter on Luxury Daily, New York
Rachel Lamb is an associate reporter on Luxury Daily. Her beats are apparel and accessories, arts and entertainment, education, food and beverage, fragrance and personal care, government, healthcare, home furnishings, jewelry, legal/privacy and nonprofits. Reach her at rachel@napean.com.
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Tags: American Express Publishing, luxury, luxury marketing, Media/publishing, Nancy Novogrod, Print, print marketing, Travel + Leisure, travel and hospitality, World's Best Awards
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