St. Joseph Media’s one-year-old content marketing division, Strategic Content Labs, has partnered with the Greater Toronto Airport Authority (GTAA) to create a new custom magazine.
Debuting in mid-December, Away will be a 64-page quarterly publication with a circulation of 200,000. It will be distributed throughout the departure lounges of Terminals 1 and 3 at Toronto’s Pearson International Airport.
St. Joseph is projecting total readership of 1.6 million, based on a readers-per-copy estimate of eight. The company is also creating a tablet edition of the publication.
Strategic Content Labs head Doug Kelly said Away is the product of discussions between St. Joseph and the GTAA that pre-date his arrival at the company late last year. “What we have here is the culmination of those longstanding discussions,” he said.
Since its formation, Strategic Content Labs has undertaken projects for clients including GE, Canada Post, the Royal Ontario Museum and the National Music Centre in Calgary.
“It’s kind of all over the map, but at the end of the day it’s all about content,” said Kelly, the former publisher of the National Post. “The plan is to establish deep relationships with clients and really get into their marketing and content vortex.”
According to internal research, Away readers have an average annual household income of $106,874, are 216% more likely than the average Canadian to fly business class, 130% more likely to stay in a luxury hotel and 30% more likely to have savings and securities of at least $250,000. They are also 38% more likely to be early adopters of new technology products.
Away’s content will be comprised of travel features from Canada and around the world, including suggestions and tips on where to stay and what to do in profiled countries/markets. It will also feature profiles and behind-the-scenes stories from Canada’s busiest airport, which caters to 39 million passengers each year.
“We’re aiming to produce an engaging, beautiful magazine that will be both helpful and a great read,” said Kelly.
Advertising targets include Toronto-area bars and restaurants, hotel and event venues, airlines, tourism boards, luxury manufacturers and retailers. “It’s a pretty desirable demographic, and I think there are lots of applications for this magazine,” said Kelly.
