Outdoor magazine has collaborated with independently owned travel series Places We Go to produce a new magazine to “connect more meaningfully with [regional tourism] and help drive economic impact for our regional partners”.
The magazine will focus on telling the stories of ‘human-powered’ experiences, with the aim of showcasing the products and experiences of regional tourism operators across print, video, TV and email channels.
Places We Go Host and co-owner Jen Adams said “Outdoor is so aligned with the Places We Go mantra that it was such a natural fit to collaborate on this project to help out the regions who have been our inspiration for so many years.”
“Having a print extension is something we have dreamt about, and to develop a partnership with Outdoor which allows us to expand our large digital reach into an immersive, tactile experience that our audience can cherish.”Jen Adams, Host and Co-Owner, Places We Go
Places We Go has a global audience of 300 million. The series airs on Network TEN, regional networks in Australia, and a variety of international networks including National Geographic People.
Chris Jefferson, General Manager of Adventures Group, commented “Outdoor is such a loved brand and the partnership with Places We Go gives us the reach it needed to not only inspire audiences but also drive meaningful impact for our partners.”
Jefferson explained that the new magazine’s point of difference compared to other travel publications is its focus on unique stories behind the regional experiences available to adventure enthusiasts of all levels.
Rob Gallagher, CEO of Adventure Group’s parent company Emprise Group, added “The strategic fit for Outdoor and Places We Go is so well aligned and helps both businesses to leverage their core capability, the production of authentic, quality content.”
“We are privileged to have someone of Jen’s talents and experience take on the editor-at-large role for Outdoor by Places We Go. The ability to connect more meaningfully with the regions and help drive economic impact for our regional partners is core to the relationship, and why it is such a natural fit.”
Outdoor magazine temporarily ceased publication during the COVID-19 lockdown period. At that time, Gallagher spoke to NPN about the opportunities that could arise from defining the ‘new normal’ brought about by the pandemic.
“There’s a lot of things that will change in the markets in which we operate, in terms of buyer patterns and buyer behavior,” he said.
“We’re working with our readers to understand what they need, and working with our advertiser base to make sure that the lifecycle of the customer becomes simpler to navigate, particularly around how people can access and purchase their product in an environment where they might not be able to exhibit at a caravan show or boat expo.”
The first issue of “Outdoor by Places We Go” will be published in late November 2020 with a guaranteed distribution to subscribers, partners and retailers.
The first edition will focus on Australia and the regions that have been impacted so much by the events of the past year.
The print magazine will be supported by online content hosted on the Places We Go website plus video content showcasing the featured regions hosted on the Places We Go website, eDMs and social platforms.