Travel agency Dynasty Travel has launched a new print and digital magazine. Titled ASPIRE, the publication will cover stories including new hotels, new travel destinations, new market trends and travelling tips.
It is designed to be optimised on mobile phones, allowing Dynasty Travel to tap into the growing demand of Millennials for bookings through smart phones. It also includes features from travel writers worldwide, including an interview with Australian actor Chris Hemsworth.
In a statement to Marketing, Alicia Seah, director, public relations and communications of Dynasty Travel, said the company launched the magazine so as to better connect and engage its customers. When asked about the decision to have a print version, Seah explained that Dynasty Travel is of the view that customers still prefer to see pictures in physical form. She added that the five senses are important when it comes to travel and having a physical copy of the magazine will give customers a personalised feel.
Dynasty Travel currently plans to publish the magazine twice a year and will assess the situation to see if there is a need to publish more frequently. The magazine's main target audience is affluent travellers ages 35 to 65, with an intrinsic knowledge of travel and a taste for quality.
The first issue has 20,000 print circulations and has been sent out to 51,000 customers in their database. Additionally, it has also partnered with HSBC Bank Singapore to distribute print copies at selected branches and digital copies to its premier cardholders. The magazine will also be distributed at the Dynasty Travel Thanksgiving Fair and NATAS Fair.
"The magazine has been created to tap into our clients’ desire to find new experiences. We expect our aspirational stories will inspire our clients to explore the farthest reaches of our planet" Seah said.
According to Peter Lynch, publisher of Cruise & Travel Asia, who collaborated with Dynasty Travel on the project, ASPIRE's stories will reflect the diversity that the travel agency offers its customers. This is from Russia's Christmas markets to Australia's wildlife. Cruise & Travel Asia is part of Big Splash Media, which publishes travel magazines in Asia, Singapore and New Zealand.
When contacted by Marketing, Lynch said he and his team created the entire content plan for the magazine around Dynasty Travel's clients and its products, from Alaskan cruises to the world's best shopping cities.
"Launching a new magazine with a big reach like this is a major undertaking, and their marketing and commercial team had great ideas and really constructive feedback through a very fast two-week production process. With this publication, they [Dynasty Travel is] reaching a wider audience to share the rich experiences their itineraries can deliver. The magazine is also available online in a special mobile-friendly version that allows for smartphone booking," he added.