April 8, 2015 Last Updated 2:32 pm

Travel+Leisure looks to transform brand

Title brings on more a dozen new staffers to aid in digital publishing efforts, magazine’s editor said

NEW YORK, NY – April 8, 2015 — Time Inc.’s Travel + Leisure today introduced sweeping changes to its print and digital platforms that in sum transform the iconic brand into a modern media enterprise poised for rapid cross-platform expansion and audience growth. These new products will offer distinct yet complementary experiences that build upon the best traditions of the brand’s editorial heritage to reach millions of travelers worldwide via their preferred devices, products and platforms. At the core of this transformation is a broadening coverage around the travel lifestyle through the prism of fashion, culture, food, and more as well as a dramatically enhanced digital operation that will deliver exponentially more daily coverage via a new high volume publishing approach and a global contributor network.

TL-screen-coverThese changes reflect the broader company strategy to expand the brand by creating new, revenue-generating products and experiences.The reconstruction was architected by Editor Nathan Lump who joined Time Inc. in the fall of 2014. He along with T+L Publisher Jay Meyer are bringing new life to the storied franchise and it is already paying dividends. In fact, the debut May 2015 issue of the redesigned T+L boasts 200 total pages and is the largest May issue since 2008. Driving that includes nine new advertisers who signed on to be part of this relaunch in print. Royal Caribbean is the sponsor of the digital relaunch.

Said Lump: “We’re bringing Travel + Leisure’s editorial to a new level by creating richer and more engaging experiences for our sophisticated readers – we want to surprise these frequent travelers with new ideas and intriguing places they don’t already know. The print magazine, already the largest-circulation travel title out there, is now more immersive, luxurious, and inspirational which is what this audience is looking for from print in an age when the information-seeking consumer turns to the internet. Meanwhile, the website will effectively deliver the kind of up-to-the-minute intelligence and helpful content from all over the world that consumers expect online from a brand like Travel + Leisure.”

Adds Meyer: “We have big ambitions for the Travel + Leisure brand based on the redesigned products and will work with our partners to capitalize on it. We appreciate the huge advertising support from the hotel and cruise industries, as well as luxury space including Hermès, Belstaff, Forevermark, Cartier, Dolce & Gabbana, Roberto Coin, and Tiffany & Company. Our marketing partners understand the value of Travel + Leisure’s audience of ‘experience collectors’ that travel 23 times per year and have incomes of more than $250,000 (Ipsos).”

The new T+L will be produced by a fully-integrated editorial team which was one of Lump’s first major initiatives as Editor. Lump has also brought on more than a dozen staffers to the team and created two audience engagement editor positions – also a first for T+L. These changes sync nicely with the digital development that created a new, fully responsive website. Visitors will also enjoy a top to bottom redesign with larger photos and a clean, modern interface and works seamlessly across desktop, tablet, and mobile devices.

Meanwhile, T+L in print has been entirely redone, with new sections, typefaces, and overall design under the direction of Creative Director Gretchen Smelter. There’s a greater focus on the culture of travel and more storytelling to reflect a diversity of passion points including fashion and art. The May issue embodies this vision with the cover story featuring Paris “It” girls Jeanne Damas and Marieke Gruyaert in a fashion editorial shot by Alistair Taylor-Young and styled by Ethel Park in consultation with new Style Director Jane Bishop. Other notable contributors in the issue include: photographer Massimo Vitali, T+L Editor at Large Maura Egan, and novelist Colum McCann, demonstrating Lump’s commitment to publishing the great photographers and writers of our time.

Source: Time Inc.

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