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    Kaylie Smith on Time Out’s expansion across Australia and offering ‘impactful advertising opportunities’

    Time Out has expanded its coverage across Australia with the aim of becoming the go-to destination to inspire locals and tourists to experience what this country has to offer.

    This comes as the publisher launches a consumer campaign with travel site Wotif as its launch sponsor.

    Kaylie Smith, managing director of Time Out Media APAC, told Mediaweek that while the publication has worked hard at building a strong presence in Sydney and Melbourne since 2007, it will now curate content about the best of Australia to attract a wider national audience.

    “The fact that in Australia, Time Out is already in the top ten lifestyle digital platforms gives us the confidence to engage our audience and advertising clients now with a national offering, too.”

    The content will include the best things to doseeeat and drinkarts and culturetravel news and recommendations nationwide.

    Along with this expansion, Smith said that Time Out also offers exciting partnership opportunities with upcoming activities as part of its commitment to celebrating the local culinary and cultural communities.

    The expansion includes complementing the ongoing content creation – the Time Out Food & Drink Awards 2024 (in Melbourne and Sydney) and the Time Out Arts & Culture Awards 2024 across Australia.

    Kaylie Smith on Time Out’s expansion across Australia and offering ‘impactful advertising opportunities’

    Impactful advertising opportunities: What Time Out’s new proposition signifies for the business

    This new proposition of complementing the content and expanding Time Out’s city content in the APAC region follows the same steps as the business in the US and the UK, where it has seen success and growth due to several initiatives.

    “For advertisers and clients, this new national proposition means that we can offer them even more impactful advertising opportunities,” she said.

    The proposition comes as Time Out has also launched a consumer campaign with travel site Wotif as its launch sponsor. The campaign will consist of national digital and video content created by Time Out’s local expert journalists across the website and social media.

    It will also drive awareness to support the national launch of Time Out Australia.

    Smith said: “We will launch Time Out’s Cult(ure) Club, a curated collective of local tastemakers with a cult-like following.”

    “Furthermore, there will be a UGC social campaign to engage our audience by challenging them to ‘Show us the Best of Australia’; selected video submissions can stand to win a dream holiday to the Northern Territory worth $10K sponsored by Northern Territory Tourism.”

    Time Out

    Smith explained that part of Time Out’s Cult(ure) Club campaign is to work with local tastemakers, from creatives to foodies, musicians, and others, from around the country and with a cult-like following.

    “These are all engaging and inspirational individuals who will delve into their local scenes to take Time Out’s audience on a journey to their hidden gems across Australia.”

    “They are aligned with our ethos of inspiring and helping people to go out through authentic insights. Time Out content will always be created by our local expert journalists, but alongside this, there may be opportunities to continue to work with these kinds of tastemakers when it’s a good fit and aligns with our brand,” she added.

    Time Out, which began in London in 1968, has evolved to become a global network across 333 cities and 59 countries. Its global monthly brand audience is 136 million, and it uses multiple channels, from web, mobile, email, video, and social to Live Events and Experiences.

    “We meet our audience where they take inspiration and make decisions. The audience we reach is valuable: it’s experience–hungry and active. From our data insights, we know that we don’t just drive awareness but also action when our audience engages with our brand,” Smith said.

    “All this enables us to deliver bespoke, creative advertising solutions across numerous digital platforms, which can include experiential elements too, always rooted in authentic story-telling – we offer a credible and authentic route into the passions of a highly engaged audience,” she added.

    Smith on the media landscape and the year ahead for Time Out

    Looking at the industry landscape and the impact of Meta’s exit from the news media bargaining code, Smith acknowledged that the tech giant’s decision will impact news publishers in Australia and their contribution.

    For Time Out she noted that the publication has a diversified audience as a result of the multiple channels it distributes its content.

    She said of their strategy: “We continue to innovate and develop our unique content across all of our multiple channels – from web, mobile, email, video, and social to Live Events and Experiences – to engage and grow this audience and meet them where they take inspiration and make decisions.”

    Smith said the industry can expect Time Out to cement its stance as a global brand with a national footprint and a local voice in the year ahead.

    She said the publisher would offer its advertising clients bespoke solutions to connect with its best of the city content and experience-hungry audience not just at the city level but also on regional, national, APAC, and global levels.

    “You will see more content in addition to our city-specific content, which we continue to develop across all of our channels.

    “We continue to invest in short-form video, and we are looking forward to bringing our creativity and strategy to a wider roster of advertising clients through our bespoke 360-degree campaigns,” she added.

    Time Out Australia hands account to one green bean

    The post Kaylie Smith on Time Out’s expansion across Australia and offering ‘impactful advertising opportunities’ appeared first on Mediaweek.

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