Project Overview
The Qantas magazine’s mission is to celebrate the joy and romance of getting away. Our enhanced magazine app, available on the App Store (for both iPad and iPhone) and Google Play, allows you to download and save individual articles and is updated regularly with new content, not available in the printed magazine! The app also features our exclusive city guides, which give you access to the best hotels, restaurants and things to do in amazing cities around the world, written by local experts.
Project Commissioner
Project Creator
Team
Kirsten Galliott, Editor in Chief
Justin Thomas, Interactive Art Director
Karla Courtney, Digital Director
Tony Rice, Creative Director
Lizzy Perks, Producer
Di Webster, Managing Editor
Akash Arora, Features Editor
Kirsten Pasquale, Senior Designer
Jo Bainbridge, Photographic Editor
Vanessa Fazzino, Chief Sub
Project Brief
Medium Rare Content Agency was engaged to relaunch Qantas Magazine's app in a new format that would give readers fresh, engaging content beyond the monthly publishing cycle.
Previously, the Qantas Magazine app launched at the same time as the print edition, on the first of every month. This meant customers rarely engaged with the edition more than once – they had no reason to. And this was available only on iPad.
Our response was relaunching the app a continuous publishing format using the new Adobe DPS, making it available on mobile and Android in addition to the iPad.
This format removes the friction and rigidness of traditional magazine apps. Users do not need to download entire issues, they can tap on individual articles to view pieces they are interested in.
We can publish and upload content as individual articles at any time, ensuring users have the most up-to-date travel information available at their fingertips.
Project Need
- World First: This app was the first in the world to go live on this new format. Our team presented the app in New York at Adobe's global product launch
- City Guides: The app includes overall city guides and business travel guides, which are handy for customers to have on their mobile devices and access offline while they are travelling. And, users can save just the content they need, such as the New York City Guide when travelling to New York, so they don’t have large files on their devices
- Time and storage saving: This new format allows users to click on articles and read them straight away, no need to wait for an entire issue to download
- Regularly updated: It isn't just monthly anymore! The app is constantly updated with fresh content - city guides, travel inspiration and more
User Experience
The homepage is of course the first and most important part of the app users see when they open it.
Traditional magazine app formats present users with thumbnails of covers of magazines they can download and not much else.
Our homepage surfaces a great deal of content in a very engaging and user-friendly way. Users can see the latest issue, see collections of articles we know are of value (our latest city guides) and individual articles our editorial team knows will engage users. And all content is accessed very quickly -- there is no waiting for the entire issue to download, all individual articles open straight away for reading.
Project Marketing
The core audience is the Qantas passenger -- we use our channels, such as the Travel Insider website, our EDMs and the magazine effectively to educate people that the app has useful and inspirational travel content they can access on the go.
Because we have such a clearly defined audience and the right/relevant channels to target them we are effectively engaging with the right users to download the app.
Project Privacy
This app, built using the Adobe DPS platform is built with best practice privacy policy including:
The app links clearly to a privacy statement in the main menu
The app settings clearly allow users to turn off notifications, turn off background refreshing, opt in or out of mobile data usage, opt in or out of sharing analytics and the option to clear content (temporary files/downloaded content)
Tags
News, reference & information
We all rely on apps that broadcast or diffuse news and current affairs both locally and globally, keep us up to date with important information such as weather, warnings and hazards and allow us to quickly access information and reference resources.
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