FAMILY TRAVEL
MEDIA KIT 2019
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FAMILY TRAVEL BRAND At Family Travel we’re focused on helping families get the most out of their family time. Family Travel makes it easier for families to get out and explore more, experiencing the best of a destination (whether that’s down the road or around the world) and making memories that will last a lifetime.
Family Travel offers the most up-to-date and relevant information regarding the what, when, where and how of ‘family time’ in the Asia Pacific and provides inspiration for all kinds of families, budgets and interests.
OUR BRAND ASSETS • Online familytravel.com.au & familytravel.asia • Family Travel magazine • Family Travel guides & supplements • Social media • Families of Australia web series
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EDITORIAL MIX Families access Family Travel news and inspriational stories, custom holiday offers, competitions and giveaways, exclusive hot deals and special offers through our print and online publications. Across the Family Travel platforms we cover topics that our readers want information about. Family Travel always includes content for families with: • Babies & toddlers • Primary schoolers • Teens • Solo parents • Blended families • Families with special needs Our editorial is travel led and includes events, entertainment, fashion, health & wellness, home, motoring, finance and technology to support all sorts of leisure activities a family may choose to do.
9%
Events, entertainment & activities
6%
Family perspective (incl. kids picks)
32%
Travel inspiration & news
15%
Planning, advice & products
18%
Holiday & cruise deals
20%
Travel products & services reviews
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87%
NSW 47% We talk We talk to familiesALL all to families VIC 28% over the ASIA PACIFIC. 87% OVER AUSTRALIA We talk mostly to parents, QLD 13% We talk mostly to grandparents, WA 5% grandparents, PANKS & PUNKS 13% SA 5% parents, ACT 1% PANKs69% and PUNKs Australia NZ 5% TAS 0.7% India 9% Fiji 5% NT 0.3% UAE 7% Singapore 2%
WOMEN
WOMEN 13%
MEN
MEN
We talk to families ALL OVER AUSTRALIA We talk mostly to parents, grandparents, PANKs and PUNKs
We talk to families NSWAGE 47% GROUPS MAIN INTERESTS MAIN INTERESTS OVER AUSTRAL ♥ Travel inspiration & deals VIC 28% 87% ♥ Travel inspiration & deals 44% 35 - 44 yrs ♥ Food & dining/cooking QLD 13% We talk mostly t ♥ Food & dining/cooking ♥ Media/entertainment/TV WA25% 5% 45 - 54 yrs ♥ Media/entertainment/TV ♥ Tips on making life easy & lifestyle parents, advicegrandpare 13% SA 5% 25 -life 34 easy yrs & lifestyle advice ♥ Tips19% on making PANKs WE TALK TO FAMILIES OF ALL SHAPES SIZES. and PUN WHAT DOES OUR READERSHIP LOOK &LIKE? ACT 1% WE KNOW 55READERSHIP - 64 yrs LOOK 8% OUR WHAT DOES LIKE?THAT OF OUR AUDIENCE 1 in 3 34% have baby children 31% have 31% have 3 oramore TAS 0.7% go on holidays with 1 in 3 or toddler at home 3 or more children 34% have a baby or toddler at home other families 34% have a baby 31% 65+ yrs have 3% go on holidays with NT 0.3% 26% have a teenager at home or toddler at home 3 or more children76% have at least 1 child in primary school
WOMEN
MEN
other families
24% spend over $10,000 per year on family travel 1% 18 24 yrs over 85% have 2 orwith more domestic holidays per year 76% have at least 1 child in primary51% school have holidayed extended family in the past year
26% a household income over / year in the next year 36%have plan toyear travel overseas with$150,000 their children over 85% have 2 or more domestic holidays per
MAIN INTERESTS 36% plan to travel overseas with their children in the next year
yrs yrs yrs yrs
♥ Travel inspiration & deals
AUDIENCE ♥ Food &OUR dining/cooking Family Travel is the targeted platform of families looking for travel ♥ Media/entertainment/TV
information and offers in Asia Pacific. Our community is a highly engaged group of parents and grandparents who know and trust Family Travel.
♥ Tips on making life easy & lifestyle advice Families know that Family Travel offers the most up-to-date and relevant information regarding the what, when, where and how of ‘family time’. Family Travel provides inspiration for all kinds of families, budgets and interests, whether that be events happening in their local area, top day trips nearby, great family weekend destinations, interstate getaway recommendations or international holiday inspiration. Family Travel covers all the bases.
WHAT DOES OUR READERSHIP LOOK LIKE?
34% have a baby 31% have or toddler at home
s yrs
3 or more children
1 in 3
go on holidays other families
76% have at least 1 child in primary school over 85% have 2 or more domestic holidays per year Page 3
FAMILY TRAVEL: A $140BN MARKET Family travel is a $140bn market globally and Asia Pacific is a large driver of year on year growth. Overall, family travel accounts for around 1/3 of all leisure trips booked.
families with 3 or more kids, blended families, and multi-gen. These days family travel planning and booking is like planning and booking for small groups.
Not only does Asia Pacific have some of the most sought after family holiday destinations, but families in this region are avid travellers. In fact, travellers from Asia take twice as many family trips as their Western peers.
Families research more, stay longer and spend more than many other travel segments. So it makes sense to capture the attention of a mum, dad or grandparent and draw their business to your brand.
What makes families unique is what makes them attractive. No longer does the 2 adults + 2 kids campaign cut it. There are solo parents, loads of
Capturing the attention of families is what Family Travel does best.
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Our websites engage over 88,000 unique users each month with over 400,000 page views
Family Travel magazine
reaches over 1 million families each issue Average time on site is
Our eDMs have an open rate of
2 mins 43 secs
27% and CTR of 13%
We have a highly engaged social media audience Facebook
FAMILY 28,000+ followers TRAVEL and27,000+ 28-day reach over 220,000
27,000+ YouTube
89.3% of readers
read all the way to the end of our stories
15,000+min OUT & ABOUT watched each WITH month KIDS
95%
We have a of database of
readers say our digital content is interesting opted-in families (mostly mums) and useful
82,000+
REACH Family Travel is Asia Pacific’s premier family travel and leisure media outlet.
consumer brands, education providers and more to share content that is relevant and engaging.
Growing organic reach is the core focus of our digital team. Our engineers, data analysts and highly experienced content team all work to increase how many people see and engage with the content we create.
Currently we communicate with our owned community of over 85,000 families via:
Our partnerships team focus on growing our reach through targeted partnerships that deliver benefit to both parties. We work with airlines, media companies, bloggers, travel industry partners,
• Website • Email • Magazine • Social media Through our partner channels we communicate with over 3 million families on a monthly basis.
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FAMILY TRAVEL MAGAZINE Family Travel magazine is published quarterly and distributed throughout the Asia Pacific. Our distribution approach sees Family Travel magazine reach over 1 million people each issue through a combination of print and digital distribution. Printed copies of Family Travel magazine can accessed via news stands, subscription, hotels, airline lounges, travel agents, social & sports clubs, schools etc.
SUPPLEMENTS
DISPLAY ADVERTISING
PRODUCT GUIDES
Double, full, half & quarter page ad placement for your tactical or brand campaign.
Travel and consumer product guides provide an affordable promotional platform.
ADVERTORIAL
ITINERARIES
Copy and images provided by clients and then designed by our team with final approval from clients.
Destination features provide excellent cooperative advertising opportunities for countries, regions or cities.
NATIVE CONTENT
AWARDS SPONSORSHIP
Co-funded sponsored editorial commissioned by clients then written and designed by Family Travel specialist writers.
Is your brand Family Travel preferred? Sponsor the awards and enjoy promotion before, during and/or after the annual consumer voting period.
16-page or 32-page custom publications as a stand alone publication or an integrated segment.
COMPETITIONS Competitions generate insights and opted in lead lists for partners and clients.
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FAMILY TRAVEL DIGITAL CHANNELS Full of news, practical advice and tips, Family Travel digital content informs our audience about exciting holiday destinations, as well as fun activities to do while they’re there. As well as features on destinations and travel experiences that are new and noteworthy, Family Travel is about affordable options and aspirational journeys. We publish new content online multiple times a day and share
the stories through our email, partner and social media channels.
Family Travel provides digital opportunities for advertisers including: • Section sponsorships • Native content • eDM inclusions and take over • Facebook posts • Competitions • Community involvement/Q&As • Offers
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SUB SECTIONS • Travel deals • News • For families of all shapes & sizes • Accessible travel • Family friendly destinations • Travel advice & tips • Family cruising • Caravanning & camping • Luxury • Islands • Ski & snowboard • Adventure travel • Wanderlust
EDITORIAL SCHEDULE
JANUARY
FEBRUARY
MARCH
APRIL
Natural wonders World wide events Paris Staycation
UAE / Middle East Drive holidays Anaheim Farm stays
North American ski Cruise Whitsundays Travel with teens
AUS / NZ Ski Japan NYC Light shows
MAY
JUNE
JULY
AUGUST
Europe Luxury California Weather escapes
Africa Global big cities Vietnam Baby & toddler travel
India Travel through tastebuds Canada Olympics 2020
China Cultural immersion Australia Solo parent travel
SEPTEMBER
OCTOBER
NOVEMBER
Islands Tours & touring Around the world Cruise
South East Asia Animal encounters USA Weather escapes
New Zealand Gift guide Exotic destinations Family Travel Awards
DECEMBER THE BIG ISSUE
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Family Travel awards Hot list 2020 Australian summer Christmas / holidays
MAGAZINE RATES & SPECS 2019 Issues & dates ISSUE
BOOKING DEADLINE
MATERIAL DEADLINE
ON SALE DATE
Issue 4 / Autumn
15 Feb
22 Feb
15 Mar
Issue 5 / Winter
24 May
31 May
24 June
Issue 6 / Spring
9 Aug
16 Aug
16 Sep
Issue 7 / Summer
1 Nov
8 Nov
9 Dec
DISPLAY ADVERTISEMENTS/ ADVERTORIAL
CASUAL
2 TIMES
4 TIMES
Double page
$7,600
$7,100
$6,900
Full page
$4,000
$3,900
$3,700
Half page
$2,400
$2,260
$2,160
Quarter page
$1,450
$1,360
$1,280
Magazine advertising rates
Premium placement (inside front and back covers as well as outside back cover) incur 25% loading. Ad production available, starting at $500. Custom content solutions (including custom publishing) – pricing on request.
AD TYPE
AD SIZE
BLEED SIZE
Double page
420x275
430x285
Full page
210x275
220x285
Half page horizontal
177x110
No bleed
Half page vertical
85x243
No bleed
Quarter page
85x110
No bleed
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DIGITAL RATES & SPECS Weekly you can ensure your brand reaches the Family Travel online audience through ELEMENT
DESCRIPTION
PRICE (A$ EX GST)
Native content
You provide the brief and we’ll create original content and ensure it’s shared across all our channels
From $1,500
eDM inclusion
Drive our audience to your offer or content through an email inclusion
From $600
eDM takeover
Enjoy 100% share of voice and send a solus eDM to our deal-hungry community
From $3,500
Social media post
We’ll share your message to our social media audience and boost it to ensure it reaches as many people as possible
From $250
Competition
Generate insights, get clicks through to your page, conduct targeted research or create opted in lead lists via a competition
From $300
Holiday deals
Promote your family holiday offer or package and drive direct bookings
From $600
Banner ads
Put your digital ad on selected pages or categories of the Family Travel owned websites
From $900 / mth
Specs ELEMENT
WHAT WE NEED
Native content
Complete our content brief including key talking points and provide us with great, family-centric images. You’re kept in the loop at all times and sign off before anything is published and shared
eDM inclusion
Provide us with: 1 x hero image (landscape orientation) Headline / CTA (max 60 characters) Body Copy (max 80 words) URL link (with tracking if applicable)
eDM takeover
Complete our content brief including key talking points and provide us with great, family-centric images. You’re kept in the loop at all times and sign off before anything is published and shared
Social media post
1 x hero image (landscape orientation) Headline / CTA (max 60 characters) Body Copy (max 150 words) URL link (with tracking if applicable) Up to 4 other images can be used if desired
Competition
Complete our content brief including key talking points and provide us with great, family-centric images. You’re kept in the loop at all times and sign off before anything is published and shared
Holiday deals
1 x hero image (landscape orientation) Headline / CTA (max 60 characters) Body Copy (max 80 words) URL link (with tracking if applicable)
Banner ads
Please supply ads in each of these formats to ensure display across devices and digital channels MREC: 300×250px Leaderboard: 728×90px Wide Skyscraper: 160×600px
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FAMILIES ARE DIVERSE AND SO ARE WE At Family Travel we share stories, offers and holiday packages to suit all family types, interests and budgets. We understand the diversity in Australian families today and our team is a reflection of our community. Here are a few examples to give you a flavour of how different we all are.
Our CEO & Executive editor JANEECE KELLER is expecting her first baby this year and travels regularly with her English husband and globally distributed extended family.
Our Head of marketing & partnerships NATASHA KELLER has two young kids and travels with her blended, multigenerational family.
Our Digital editor ALISON GODFREY gets away regularly with her two primary school-aged kids and travels extensively in Asia, embracing her extended family heritage.
Our Client services manager BELLE JACKSON took her three girls to Bali for the first time this year.
Our in-house Travel agent SHARYN REEVES solo parents two teenagers.
Our Social media manager MEG SCOTT has a blended family spanning teens to a toddler, with another on the way.
Our Head of digital DONOVAN WHITWORTH travels to the US regularly with his ethnically diverse family.
Our Magazine editor TATYANA LEONOV often travels with her toddler.
CONTACTS CEO & Executive editor Janeece Keller janeece@boundround.com Ph: +61 (0)406 612 941
Commercial director salesmanager@boundround.com Ph: +61 (0)411 779 151
Family Travel Online editorial Alison Godfrey alison@boundround.com
Head of marketing & partnerships Natasha Keller natasha@boundround.com Ph: +61 (0)431 731 096
Client services manager Belle Jackson clientservices@boundround.com Ph: +61 (0)2 9004 4111
Family Travel Magazine editorial Tatyana Leonov tatyana@boundround.com
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