AUSTRALIANS ARE DREAMING BIGGER AND HAVE AN INTENSIFIED YEARNING FOR TRAVEL
Excitement for travel is being driven by higher expectations and a desire to maximise our travel goals – a similar sentiment for business travellers who expect more outcomes per trip*.
AUSTRALIANS ARE CONFIDENTLY SPENDING IN TRAVEL - #1 PERSONAL INVESTMENT
of Qantas audiences agree travel is their top personal investment**
increase in consumer spend for international flights^
AND MILLIONS OF AUSTRALIANS ARE CHOOSING QANTAS
Qantas has
21M+ passengers each year, flying to over 150 destinations +7% increase in Qantas business trips versus last quarter~
QANTAS TAKES THEM PLACES
… SO THEY CAN FOLLOW THROUGH ON THEIR DESIRES.
MORE AUSTRALIANS ARE CHOOSING QANTAS…
Qantas serves 64 domestic destinations and 34 international destinations in over 25 countries^^, transporting over 2.85 million** passengers each month.
1 in 3 Australians who have flown for leisure in the last 12 months have flown with Qantas and 63% of Australians who fly domestically for business, fly with Qantas.
1M new members in 12 months*
MORE BOOKINGS +40% increase in bookings via Qantas Holidays and Hotels*
MORE LOYAL 3M flights redeemed with Qantas points –double the activity compared to H1 2022*
CONNECT AND INFLUENCE AUSTRALIA’S MOST VALUABLE AUDIENCE
THE QANTAS PRINT AND DIGITAL ECOSYSTEM
CONNECT WITH THE QANTAS AUDIENCE THROUGH
Travel Insider: 302,689
Qantas magazine:
Average unique users per month^
529,000 monthly readers* (Roy Morgan Mar 2024)
Qantas Travel Insider EDM Sent to 2.2M + active subscribers twice a month^
16 million+ BRAND CONNECTIONS
Qantas Magazine Special Reports:
● Cruise (bi-annual)
● Arts & Culture
● Touring (bi-annual)
● Future of Mining
● Food & Drink
● New Zealand special
● Western Australia Events & Sponsorships
● Think reader events
● Platinum One bespoke events & experiences
● Moments That Made Me
● Trip Around The World
Annual special edition
40,000 copies delivered to the homes of Platinum One and Platinum members (December 2023)
OUR CHANNELS REACH A HIGH-VALUE AND AFFLUENT QFF AUDIENCE
Qantas magazine readers are 1.57x more likely to have $1 million or more in total savings and investments^^
Almost one in four Qantas magazine readers fly First or Business for international and domestic travel^
A VALUABLE COHORT WITH A HIGH NET WORTH AN AUDIENCE WHO WILL PAY FOR PREMIUM TRAVEL THEY HAVE LARGE ANNUAL TRAVEL BUDGETS ACCESS TO MAJORITY OF AUSTRALIA’S C-SUITES
Qantas data reaches 91% of Australia’s C-Suite executives*^^ 43% of the Travel Insider audience spends more than $15,000 annually on travel**
QANTAS MAGAZINE
THE QANTAS MAGAZINE
One of Australia's most loved magazines, Qantas is now the only domestic and international inflight title in Australia. It offers a unique opportunity to partner with the national carrier, which remains one of the country's most trusted brands.
With more than 2.8 million business and leisure customers travelling each month, Qantas magazine offers something for everyone and includes a diverse mix of travel, business, food and wine, arts and culture, design and more.
Our travel content transports our readers to the most incredible destinations here and overseas, while our business pages connect our readers with the most influential business leaders in the country.
Qantas magazine guarantees a captive audience with the premium business and leisure traveller. SEE A PREVIOUS ISSUE: JULY 2024
2022
CMA Winner, US Best Transportation Publication
QANTAS MAGAZINE AUDIENCE
HIGH-INCOME HOUSEHOLDS
2.2x more likely as the average Australian household to have a household income of $250,000 or more. 2.3 times more likely to have a personal income of over $300,000.
ABs
Qantas magazine delivers the highest number of AB readers amongst all premium monthly magazine titles^. Over one in two readers are ABs.
BUSINESS DECISION-MAKERS
One of the highest proportion of business decision-makers of all magazines, with 25% of readers making a business decision in the past 12 months.
BIG SPENDERS
The highest proportion of big spenders of all premium monthly magazine titles, with 56% of readers spending big on discretionary items.
INVESTORS
90% of readers have wealth management – the highest amongst all premium magazine titles^, with an average of $366,820 in savings and investments (compared to the population average of $244,320).
EXCLUSIVE TO QANTAS MAGAZINE
Just 9% of Qantas magazine readers also read AFR magazine and just 2% read Wish magazine.
Source: *Roy Morgan Readership Survey, Mar 2024; ^Travel, Luxury, Business, Finance and Airline category: AFR magazine, Vogue, Australian Gourmet Traveller, Delicious, Travel + Luxury, Wish, Qantas magazine, Money magazine, Harper’s Bazaar, marie claire.
100,000
COPIES DISTRIBUTED PER MONTH
Available on board all Qantas domestic and international flights, as well as in all Qantas lounges.
average household income*
quintile*
AN ENGAGED MAGAZINE AUDIENCE, MOVED TO ACTION
9 in 10
readers spend 10-60 minutes reading the magazine
8 in 10
readers look forward to reading the magazine on a flight
2 in 3
trust the content, reviews and recommendations in the magazine
6 in 10
readers are inspired to plan future trips and itineraries after reading the magazine
1 in 3
readers are inspired to purchase after reading Qantas magazine
7 in 10 take note of the food and dining recommendations in the magazine
QANTAS MAGAZINE - CONTENT PILLARS
THE LIST
From the can’t-miss event to the hottest restaurant opening, the hotel to know, the place to go, the drive, the watch and the unexpected wellness trend to try.
THE MENU
This is the definitive round-up of the best bars and restaurants, world-class chef recommendations, regional highlights and trends you need to be across.
THE BREAK
With local travel high on the agenda, The Break is dedicated to long weekends away, highlighting the great Australian getaway –these are the out-of town escapes and short-flight breaks you want to be taking now.
THE JOURNEY
Encapsulating the awe, wonder and indulgence of world travel. Immerse yourself in some of the planet’s most incredible locations, from town to country and coast.
THE LOOK
Architecture, interiors, art, fine jewels and fashion: the spaces we inhabit and the items we surround ourselves with are dictated by design.
THE BUSINESS
Dedicated to the C-suite, we tap the heavy hitters, thought leaders and movers and shakers of the business world, showcasing the trends, insights and success stories.
QANTAS MAGAZINECONTENT CALENDAR
JANUARY 2024
Travel - The Icons
Signature Moment - Touring Special
FEBRUARY 2024
Travel - The Big Blue
Signature Moment - Wine Regions
MARCH 2024
Travel - Immersion
Signature Moment - Cruise Special
APRIL 2024
Travel - Design Issue
Signature Moment - Brisbane Special
MAY 2024
Travel - Find & Seek
Signature Moment - New Zealand
JUNE 2024
Travel - Epic Stays
Signature Moment - Western Australia
JULY 2024
Travel - Expect The Unexpected
Signature Moment - New Zealand
Design: Jewellery Special
AUGUST 2024
Travel - Wild Wellness
Signature Moment - River Cruising
SEPTEMBER 2024
Travel - Neighbourhoods
Signature Moment - Touring Special
OCTOBER 2024
Travel - Food & Drink
Signature Moment - Cruising Special
Design: Watch Special
NOVEMBER 2024
Travel - What’s Next
Signature Moment - New Zealand
DECEMBER 2024
Travel - Celebration
Signature Moment - Arts and Culture
Design: Jewellery Special
QANTAS MAGAZINE - OPPORTUNITIES
With brand advertising, section sponsorships, sponsored content, content partnerships and more, Qantas magazine offers advertising partners a selection of opportunities to maximise impact, differentiate from the competition and connect, motivate and drive action from one of the most sought-after audiences in the country.
BRAND ADVERTISING
Align your brand with relevant content and maximise impact through brand advertising. Strategically placed in line with your objectives and positioned amongst like-minded premium brands, Qantas magazine offers the ultimate stage in which to promote your brand.
Advertising formats: Double-page spread, full page, half pages or third-page vertical.
BRAND CONTENT
Our brand content is high-quality and editorially led, produced by the Qantas editorial team in conjunction with our Rare Creative team – both experts on engaging the Qantas magazine reader. All branded content is tailored to our partner’s objectives, written and designed in a manner we know resonates and drives action with our audience. The content created is available to partners for use across all owned channels.
1 in 3
Qantas readers are influenced to buy products that they see in Qantas magazine
1 in 2
Qantas readers will consider a product or service after reading native content in Qantas magazine
Source: Qantas Readers Survey 2023
BRAND CONTENT - THE FORMATS
ADVERTORIAL
Bespoke content created by Qantas magazine’s editorial team in accordance with the partner’s brief. Written and designed to appeal to the Qantas reader and deliver on our partner’s objectives, the content can be published as a full page or double-page spread.
LONG-FORM ADVERTORIAL
Bespoke content created by Qantas magazine’s editorial team in accordance with the partner’s brief. Written and designed to appeal to the Qantas reader, while delivering on our partner’s objectives, the content can be published as run-of-book or as an insert (minimum four pages).
Regent Seven Sea Cruises
BRAND CONTENT - THE FORMATS
TOURISM PARTNERSHIP
Bespoke content created by Qantas magazine’s editorial team in association with a tourism body. Tourism partnerships can appear as run-of-book (magazine stock) or as an insert (minimum four pages).
BRAND PARTNERSHIP
Bespoke content created by Qantas magazine’s editorial team in partnership with an advertiser, using very subtle brand integration. All content is written and designed to complement advertiser objectives. The execution can appear as run-of-book (magazine stock) or as an insert (minimum four pages).
Qantas Travel Insider x Tourism New Zealand
Qantas Travel Insider x Hublot
TRAVEL INSIDER
QANTAS TRAVEL INSIDER
As the inspirational arm of Qantas.com, Qantas Travel Insider has emerged as one of the nation’s most-trusted and most-visited sources of travel information, trends and inspiration.
Travel Insider provides expert insider guides and features, inspiring travel and helping travellers plan their trips to over 40 destinations worldwide.
With a focus on the most unique experiences in Australia and abroad, users can explore detailed guides to all major cities and regional destinations, the best in accommodation, food and wine experiences worth travelling for, the ultimate in adventure, as well as what's trending in business, retail and more.
2022 CMA Winner, US Best Content Driven Website
2022 CMA Winner, UK Best Use of Monetised Content
QANTAS TRAVEL INSIDER AUDIENCE
HIGH-INCOME HOUSEHOLDS
27% more likely than the average Australian household to have a household income of $250,000 or more*.
BIG SPENDERS
The highest proportion of big spenders of all travel websites, with 53% of visitors spending big on discretionary items*.
ACTIVE FASHION AND BEAUTY SHOPPERS
1.67x more likely than the general population to have purchased fragrances and/or aftershave in the last four weeks. 53% have purchased fashion online in the last four weeks and they are 36% more likely to be fashion early adopters*.
EXPERIENCE SEEKERS
49% more likely than the general population to agree that they are often the first to try a new hotel or resort, with 56% more likely to agree they are often the first to dine out at a new restaurant*. 79% of visitors surveyed plan on travelling in the next 12 months*.
TURN TO TRAVEL INSIDER AS A TRUSTED INSPIRATION SOURCE
Eight in 10 visitors trust Travel Insider, with Qantas.com and Travel Insider the most trusted travel sites amongst the Travel Insider audience^.
302,689
VISITORS PER MONTH^
3,802,238
AN ENGAGED ONLINE AUDIENCE, MOVED TO ACTION
9 in 10
1 in 2 respondents share Travel Insider articles with friends and family
7 in 10
plan to take their next domestic trip in the coming 6 months
6 in 10 visit the site to learn more about ways to earn/spend QFF points
2 in 3 visitors agree that Travel Insider influences their holiday planning
1 in 3
will click through to book flights or accommodation on Qantas.com if inspired by the content
TRAVEL INSIDER – SPONSORSHIP OPPORTUNITIES
HOME PAGE SPONSORSHIP
Monthly buyout of Travel Insider home page guarantees maximum impact within a premium environment and the opportunity to dominate Qantas Travel Insider.
INCLUSIONS
Desktop & Mobile
100% share of voice
SECTION SPONSORSHIP
Maximum impact and the opportunity to own a destination, section or category. Align with specific content environments on Travel Insider, such as Eat & Drink, Travel Tips, Trending, Lifestyle & Experiences; together with over 40 destinations.
INCLUSIONS
Desktop & Mobile
100% share of voice
CURATED CONTENT HUB
Own a curated editorial environment tailored to a specific campaign theme. Existing editorial is supported by commissioned articles written by Travel Insider to support the client’s topic or theme.
INCLUSIONS
● BTYB logo on index
● 100% SOV media on page
● Commissioned articles or galleries
● Editorial drivers on site
TRAVEL INSIDER BRANDED CONTENT
ACCESS ONE OF THE MOST VISITED TRAVEL WEBSITES IN THE COUNTRY. REACH & ENGAGE OUR TRAVEL AWARD-WINNING NATIVE CONTENT.
NATIVE ARTICLES & NATIVE GALLERIES
Written & curated by our award-winning Travel Insider editorial team to your brief, Travel Insider native content provides reach and engagement, while driving action from the travel intender QFF audience.
All native concepts are curated based on your communication objectives – in line with what Qantas and drives action from its audience – and include subtle brand integration.
INCLUSIONS
● BTYB call out
● Brand integration within content
● Travel insider eDM content tile sent to 1,4 million + active and subscribed QFFs
● Qantas Travel Insider Facebook dark post
● @qftravelinsider Instagram dark post
● Editorial drivers on key index pages and homepage on Qantas Travel Insider
QANTAS TRAVEL INSIDER
EDM
2.2 million + SUBSCRIBERS AND SOLUS ADVERTISING OPPORTUNITY
Sent every second Saturday, the Qantas Travel Insider EDM is a curated edit of the most compelling stories, articles and galleries from the Travel Insider website.
With an engaged audience, our EDMs reach over 2.2 million Qantas Frequent Flyers, travel intenders and active subscribers with each send.
Average page views generated from each EDM is 583,001^
Average user time on site generated from each EDM is 4:33 mins^
Advertisers can leverage this environment by:
● Booking either a solid ad unit
● Receiving a content tile as part of a native article package
Opportunity: Solus MREC
QANTAS TRAVEL INSIDER COMPETITION PAGE
FEATURED ON TRAVEL INSIDER AS AN ARTICLE PAGE, SPONSORED COMPETITIONS CAN BE:
A game of chance where all entrants have an equal chance of winning.
Competition pages can either be standard (basic form) or interactive (advanced form, e.g. quiz or UGC element).
Offering an element of exclusivity (only one competition per month) and promoted via the Qantas Travel Insider EDM (1.4 million + subscribers), socially and run of site, sponsored competitions guarantee engagement, data capture (conditions apply) and a unique brand connection.
QANTAS TRAVEL INSIDER SOCIAL
100,000 + INSTAGRAM REACH*
PAID PARTNERSHIPS AND SPONSORED LABELS
● SPONSORED INSTAGRAM POST & STORY
● SPONSORED INSTAGRAM REEL
● SPONSORED INSTAGRAM CAROUSEL
PREMIUMBRAND ALIGNMENT
Align your brand with the multi- award-winning Qantas Travel Insider brand, placing your brand and messaging in a premium brand environment
ACCESSTOTRAVEL ENTHUSIASTS
Connect with an audience passionate about travel, in an environment celebrating the best of travel, to drive brand awareness and consideration
SERVE-NOT-SELL CONTENT
The Travel Insider audience looks for valuable content that inspires them. Partner with the Qantas Travel Insider social team to deliver inspirational content
ENGAGE AND INSPIRE TRAVEL ENTHUSIASTS AND ALIGN WITH THE QANTAS TRAVEL INSIDER BRAND
SIGNATURE PROPERTIES
Our suite of multi-platform opportunities leverage Qantas magazine and Travel Insider to provide partners with access to affluent audiences through our content, events and amplification.
Trip Around The World Moments that Made Me
PARTNER WITH QANTAS MAGAZINE’S MOST-ATTENDED EVENT SERIES IN SYDNEY, MELBOURNE AND BRISBANE
● Connect your brand with C-suites, Platinum One members, managers and business owners over great food, wine and thought leadership
● At these exclusive reader dinners, TH!NK connects readers with an expert business panel who discuss hot topics in business
● Content curated from the panellist discussion is published as a co-branded white paper in Qantas magazine and amplified on digital and social channels
AN EVENT AND CONTENT PARTNERSHIP THAT CURATES IMMERSIVE TRAVEL EXPERIENCES FOR HIGH-VALUE AUDIENCES
SEEKING THE BEST OF TRAVEL
● 3 x immersive Platinum One events delivering a culinary journey to the hottest international destinations*
● Event integration including speaking opportunity and activation
● Co-presented editorial in print, social, and digital with bespoke partner content and brand integration
● Data opportunities connecting with travel intenders
AN EXCLUSIVE EVENT AND CONTENT PARTNERSHIP WHERE SOME OF AUSTRALIA’S MOST EXTRAORDINARY PERSONALITIES SHARE THEIR PROFESSIONAL AND PERSONAL JOURNEYS
● Brand exclusivity and speaking opportunity at 1 x inaugural invitation-only Qantas x Partner event attended by over 50 Platinum Ones and their guests
● Co-presented three-month editorial series including brand presence in Qantas magazine & native content articles on Travel
Insider
● Data display targeting campaign reaching the right audience
DEADLINES & SPECIFICATIONS
QANTAS MAGAZINE DEADLINES + SPECIFICATIONS
2024 - 2025 DEADLINES
SPECIFICATIONS
Qantas approval required on all inserts subject to 100% confirmation. Qantas requests all inserts to be bound. All inserts must include an advertising backing page. All inserts exclude production cost. Print material to be supplied via Quickcut (Adstream), Adsend or SENDlite. Specifications available at mediumrarecontent.com The inside and outside back cover gatefold (BCG) cannot be purchased separately. Production included.
TRAVEL INSIDER DEADLINES +
