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Project Overview
Access the most beautiful travel guides and articles on the go! In response to numerous requests for subscriptions to award-winning Qantas The Australian Way magazine, our interactive iPad app allows us to address this demand and extend free copies to people who aren’t flying. Watch the amazing stories come to life and save all your favourite articles in your own custom collections in the app - much like a pinterest board!
Project Commissioner
Project Creator
Team
The Qantas magazine app's content comes from the Qantas The Australian Way magazine team at Bauer media. The technology is provided by Oomph.
Project Brief
Qantas was interested in a solution to respond to numerous requests for subscriptions and access to back copies – but without a large print bill and distribution costs!
The magazine has a devoted readership but individuals could only access the content if they had a flight!
This app allows us to address this demand and extend free copies to people who aren’t flying. This is a much more sustainable model than extending print subscriptions, which would upredicably increase print run and distribution costs.
We were also briefed to carry the calibre of the print, and ensure that the content and experience stood out in its category.
To that extent our magazine has a beautiful, award-winning (AMA App of the year 2012) design and a unique feature that allows users to create their own travel scrapbook in the app, by creating their own categories and saving articles in them. This allows users to compile their own custom guides based on our content!
Project Need
The Qantas magazine app was the first tablet magazine in Australia to introduce the bespoke bookmarking functionality - that allows user to "collect" their favourite articles in their own custom groups in the app. This allows users to essentially use our content to create their own mini travel guides in their iPad!
User Experience
Our design ethos is simple: to extend the quality and integrity of the print product in a way that takes advantage of the iPad’s resolution and interactivity. We do not believe in overusing multimedia for the sake of creating bells and whistles, but rather to enhance the experience and delight and surprise the reader without taking away from the magazine experience.
Examples include:
-Short pre-roll videos
-Sound (such as Formula 1 engines reving up or an opera singer reaching a high note)
-Fullscreen images
Functionality and interactivity includes:
-Animation: Moving images and colour transitioning photos
-Multi-layered pages: Tap to reveal additional text and/or images. This is useful to include additional details without compromosing the space and quality of an image
-Live links to relevant websites
-Live links to Google maps
-Tap to calendar To drop events in the iPad’s native Calendar app
-Email links: To allow readers to communicate with Qantas directly from the magazine
-Social media sharing
-Scrapbooking: This allows the reader to extract stories from multiple issues and store together to effectively build personalised mini travel guides. This is unique interactive functionality that was first to QANTAS Magazine in the Australian market
-Games: Our picture and word quizzes are interactive games - users can read the question and tap the images or swipe the questions to reveal answers
Project Marketing
We made full use of Qantas’owned media assets to promote the title at launch and ongoing. Promotions include:
-Large window decals in Qantas lounges at launch
-MREC adds on Travel Insider (the Qantas Magazine website)
-Ongoing editorial support in Qantas The Australian Way printed magazine, including call-outs to iPad exclusive content
The tremendous feedback on iTunes is a good example of how effective our marketing has engaged our customers. We currently have a 4.5-star rating with 815 reviews. Here are some recent reviews:
Jul 15, 2013 by Peterjenning
Great App - Love this app! I can now play the crossword and sudoku right in the current issue. That's brilliant!
Jul 3, 2013 by =ski=
Fantastic:) - This is a really enjoyable magazine. I look forward to reading each monthly issue with such quality. Great app, would recommend it to everyone. Thanks Qantas:)
Jul 2, 2013 by capsri
Totally great App - The best thing about this App is that it uses all the iPad functionality. The functionality makes it a truly great App as well as the content.
Jul 2, 2013 by Chryslersrt80
Great magazine - Great articles and fantastic pictures, feel like booking a holiday every time I read the Qantas magazine. No other magazine even compares in quality.
Travel Guides
This category relates to travel guide applications.
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