Hot off its heels after unveiling a new brand positioning and logo, soft-adventure specialists, Adventure World has become the first travel company tackle becoming a travel publisher following its partnership with highly-acclaimed National Geographic Traveller magazine.

CEO, Fiona Hunt

Adventure World, Managing Director, Fiona Hunt

The Australian & New Zealand edition of the global-magazine, out now, coincides with its National Geographic LIve public programme, debuting its third season at the Sydney Opera House last weekend.

National Geographic Traveller will be produced quarterly and distributed to Adventure World’s databases and premium outlets, retailing at A$9.95.

“Content is king … and we are partnering with the creators of some of the most inspiring content,”

Fiona Hunt, Managing Director, Adventure World said.

The magazine launch also coincides with the unveiling of a new localised app and tablet edition.

“The Adventure World consumer intelligent, independent, socially aware and economically equipped to make independent travel choices. Our partnership with National Geographic Traveller allows us to interact with our customers in an informative and exciting medium, providing them with rich travel experiences aligned to the ethos of National Geographic,” Fiona Hunt, Managing Director, Adventure World said.

The partnership with National Geographic Traveller and National Geographic Live are just two new evolutions for the adventure brand, which following its sale to The Travel Corporation last November are adjusting to become a “global brand”, with a “global footprint” which will be announced in coming months.

Head of Marketing, Neil Rodgers

AW Head of Marketing & Partnerships, Neil Rodgers

“The brand had lost its ways a little bit,” Ms Hunt said, referring to the company’s previous ownership by NRMA.

“Coming back into the arms of a travel company has let us thrive,”

Adventure World Head of Marketing & Partnerships, Neil Rodgers explained. 

“We are now helping Adventure World finds its way, to showcase its true product,” Ms Hunt said.

“We offer curated experiences and soft adventure products, we aren’t looking to target the cheap and cheerful end (of the market).”

National Geographic Editor, Michelle Hespe

National Geographic Editor, Michelle Hespe

Sydney’s Australian Museum, the venue for the launch event, also announced a three-year partnership with Adventure World, commencing in September with a Aztecs exhibition. The development also includes an exclusive range of travel programmes operated by AW which will be designed to provide cultural and historical experiences led by Australian Museum experts, with discounts provided to the Museum’s member patrons.

Credit Dominic Loneragan

Credit Dominic Loneragan

National Geographic Traveler Magazine – the US version, launched in 1984; the magazine’s Australia & New Zealand edition is the 15th local language edition of the magazine.

Do you think it’s a good move for Adventure World to go into publishing?

Credit Dominic Loneragan

Credit Dominic Loneragan

 

 

Credit Dominic Loneragan

Credit Dominic Loneragan

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