Flight Centre Australia wanted to become more present in the 'dreaming' phase of the travel consumer journey, particularly within the home. Although the company was already a household name when it came to travel bookings, it was not being considered as a go-to resource for travel planning and inspiration.

We needed to make Flight Centre more prominent in the homes of avid travellers. The company expressed a desire to help inspire current and future travellers, and to also give them something tangible.

We created a glossy coffee table magazine called 'Travel Ideas', which became the responsibility of our Content Team, including editorial strategy, design and commissioning or writing each issue's stories.

We published monthly themed editions of 'Travel Ideas', including issues on family travel, ski holidays, cruising and Europe. Each issue had a combination of travel stories written in-house or by commissioned travel writers, Instagram showcases, tips and celebrity interviews.

The print magazine was supported by digital versions and promoted through social channels, email marketing, in-store and the website's blog.

'Travel Ideas' quickly became a popular magazine among visitors to Flight Centre stores. Most months, its circulation was in the tens of thousands, with many customers signing up via email for monthly delivery of the free magazine. The digital editions also achieved thousands of views each month.

In 2015, 'Travel Ideas' was runner up in the Australian Custom Magazine of the Year category at the Mumbrella Publishing Awards. In 2016, the magazine was awarded Best Overall Editorial - Print Category by the Content Marketing Institute.