China Eastern Airlines and China National Tourist Office: Higher View

CHALLENGE

The Chinese National Tourist Office and China Eastern Airlines wanted to create a bilingual magazine that inspired luxury travel in China. Their primary objective was to showcase the best of modern and traditional China and illustrate how the country is a forward-thinking, high-end destination.

SOLUTION

A multi-platform luxury publication (including print, online and iPad app) that showcases China with incredible imagery and engaging editorial. It is distributed on-board China Eastern flights in business-class seatbacks as well as five-star hotels, trade show events and various other high-traffic tourist areas. Written with the affluent traveller in mind, it highlights the diversity of travel opportunities in both China and Australia and thus appeals to travellers heading in both directions. We implemented a highly innovative design that overcame the challenge of publishing in more than one language and approached high-end advertisers to complement the editorial.

RESULT

Not only did Higher View meet its original objectives, but it has grown significantly to become an established luxury travel magazine. The magazine has been so successful that two more Chinese airlines – China Southern and Air China – engaged Citrus Media to launch similar titles of their own in the form of SkyScape and Phoenix respectively.

China Chamber of Commerce in Australia: Higher View Business

CHALLENGE

Given the enormous success of Higher View and its role in promoting travel between China and Australia, we launched a sister publication that focused on the growing business relationship between the two nations. It needed to be informed and optimistic about the future while also engaging readers and maintaining the high-end feel of Higher View.

SOLUTION

Citrus Media launched Higher View Business and brought on board as contributors some of the foremost minds in Australia-China relations and the Australia-China business world. The magazine maintained the bilingual editorial and design of Higher View and introduced infographic-style tables and statistics to illustrate the emerging opportunities.

RESULT

Higher View Business is establishing its own niche in the business publication landscape.

EB Games: Game Informer

CHALLENGE

In 2009, EB Games wanted to launch a magazine in Australia that was innovative, sustainable and engaging in a highly competitive environment. They approached Citrus Media for this major undertaking.

SOLUTION

We now publish an Australian edition of the global videogames title, Game Informer. We also create digital versions of the magazine and have developed a popular social media presence.

RESULT

Game Informer is now best selling gaming magazine in Australia and was the fastest growing magazine in Australia for three years running after launch.

Sony: PlayStation – Official Magazine Australia

CHALLENGE

In 2002, Sony needed a brand custodian to launch a newsstand magazine in Australia to support its flagship PlayStation console. The monthly magazine had to reflect the multinational brand’s character – edgy, fun and pushing boundaries – while also showcasing the latest games and products.

SOLUTION

PlayStation – Official Magazine Australia has been a huge success on the newsstand since Citrus Media became its publisher, a relationship that has spanned more than 13 years. Over the last decade in particular the world has changed dramatically with the growth of the internet. Our content has evolved too. Innovative features and unrivalled game analysis mean the newsstand title remains an essential, go-to source despite the proliferation of gaming websites, while we have also developed an online offering, providing social media access and digital solutions for advertisers.

RESULT

PlayStation – Official Magazine Australia is now one of the best-selling gaming magazines in Australia, and our detailed digital strategy has led to our Facebook page having over 250,000 followers.

PGA of Australia: PGA Members, PGA Courses, PGA Gear and PGA Escapes

CHALLENGE

The PGA of Australia’s membership is very diverse, from golf course staff to club shop owners, professionals and amateur golfers. The PGA wanted a cutting-edge, experienced publisher to create engaging content for its whole range of members while maximising advertising revenue.

SOLUTION

Citrus Media changed the members’ magazine from being a stock-standard golfing title to an inspiring publication focusing on stories relevant to PGA members. These stories helped to create stronger emotional links with readers, highlighting the benefits of being a member of the PGA of Australia. We also launched three brand new magazines – PGA Courses, PGA Gear and PGA Escapes – to increase advertising revenue for the PGA of Australia.

RESULT

The relaunched and redesigned PGA Members magazine has become a vital member benefit and has increased member engagement.

Cricket Australia: International Programs and Ashes 100 Greatest Moments

CHALLENGE

Cricket Australia needed a new publisher to refresh the international match-day programs for the annual Test and One Day International series. The annual problem was that the content was often outdated by the time the games were played.

SOLUTION

Citrus Media focused on creating ‘timeless’ content with in-depth, beautifully designed features on key players and cricketing history in addition to the improved match-day content. For the highly anticipated 2014 Ashes series, for example, we made five venue-specific programs with cover and content relevant to each location and event. Additionally, Citrus launched 100 Ashes Greatest Moments, a legacy newsstand magazine that celebrated the Ashes’ storied history and harnessed its immense popularity in order to increase advertising revenue.

RESULT

We get to write about and follow cricket. What could be better than that?

ICC: Cricket World Cup 2015 Programs

CHALLENGE

Citrus Media was chosen by the International Cricket Council to produce match-day programs for the Cricket World Cup 2015. Tournament hosting duties would be shared by 14 cities across both Australia and New Zealand, a tremendous logistical exercise.

SOLUTION

Given the enormous scope of the event, Citrus Media created separate programs for both Australian and New Zealand audiences, and published updated versions for Pool Stage, Quarter Finals, Semi Final and Final distribution, as well as a corporate and newsstand edition. In all, there were 12 variations of the Cricket World Cup 2015 program, giving advertisers unprecedented, targeted reach for a cricket event. We also created a newsstand edition to commemorate the occasion, and developed additional sponsorship opportunities with inclusions such as wall charts and inserts.

RESULT

Despite gigantic logistical considerations, the bespoke magazines were delivered to all venues, for all stages on time – to the delight of visiting cricket fans from around the world.

FIFA: Official World Cup 2014 Program

CHALLENGE

FIFA needed a publisher to produce Australia and New Zealand localised versions of its official World Cup 2014 magazines. FIFA entrusted Citrus Media with the task of protecting the integrity of its brand and stakeholders in the lead-up to the world’s largest sporting event, the Brazil World Cup 2014.

SOLUTION

Citrus Media took content commissioned by FIFA for worldwide distribution and created localised versions of three separate titles, with Australia-specific covers and updated Australian content.

RESULT

The brand was enhanced with the big, glossy magazine being very well-received by readers and stakeholders alike.

Hyundai: Hyundai Torque
Mazda: Mazda Ignition
Kia: Kia in the News

CHALLENGE

Following the success of the innovative myHyundai customer communications launched by Citrus Media in 2012 (a multi-platform strategy that incorporated print, video, digital, social, website content, direct mail and newsletters) Hyundai engaged us to create a new title for distribution to Hyundai dealerships. The dual aim was to keep dealers informed of the latest developments and increase their passion for Hyundai products, while also offering customers a publication to read and be inspired by when visiting dealerships.

SOLUTION

Citrus Media created the quarterly title Hyundai Torque, which collates independent reviews written on Hyundai products in preceding months and combines them with the latest news from the company itself.

RESULT

The success of Hyundai Torque led to Citrus Media being engaged by both Kia and Mazda to make similar publications for their own brands – Kia in the News and Mazda Ignition respectively.

ALDI: ALDI Christmas Catalogue

CHALLENGE

ALDI’s Christmas Catalogue is one of its most important pieces of marketing collateral. The publisher would need to manage the logistics of creating a visually striking publication and then printing and distributing millions of copies across Australia.

SOLUTION

With a short turnaround of one month, Citrus Media commissioned editorial content from renowned food journalists and combined it with the highest-quality custom photography to create an innovative catalogue solution. We matched recipes and features with store products to make the catalogue more engaging and encourage in-store purchases.

Rather than creating a traditional, price-driven catalogue we came up with a strategy to add more editorial to the product including interviews, Christmas tips and recipes. The aim was to ensure consumers engaged with the publication for the maximum time possible as an important part of their Christmas experience.

RESULT

Our distribution strategy ensured that the combination of stunning photography, styling, editorial and design was measurable. And successful.

Taronga Zoo: Wild Life

CHALLENGE

Taronga Conservation Society is renowned for its work in protecting endangered species and educating the Australian public on conservation. Its membership magazine, Wild Life, is essential in telling people what is happening in their Sydney and Western Plains Zoos, as well as making members aware of the work being done worldwide. Taronga wanted to give its magazine a fresh and engaging look while creating inspiring editorial that enforces benefits of zoo membership.

SOLUTION

Citrus Media came up with a new content strategy for Wild Life along with a whole new look and feel to ensure members were picking it up and reading it. We utilised striking photography and a new font, layout and structure to make the product as visually appealing as possible, creating a stronger emotional link with readers. We also used calls to action and additional entry points into articles to ensure members were aware of the value of their membership and opportunities they might have.

RESULT

Wild Life has been warmly received by both Taronga Conservation Society Australia and its Zoo Friends.

Australian Institute of Mining and Metallurgy: AusIMM Bulletin

CHALLENGE

AusIMM is a key industry body in the resources sector with more than 13,000 members. Their membership magazine has been published for over 100 years and is well-trusted for its insight and in-depth features. The magazine and accompanying websites were looking dated and in need of a new look.

SOLUTION

We devised a ground-up communications and content strategy to engage members and readers. This included the development of an entirely new website, multi-channel content marketing plan and redesign of all print assets.

RESULT

Website and social traffic has increased significantly.