Team Tiger has spent the last couple of months reworking the magazine – or more specifically, three magazines as we produce Australian, Asian and Indonesian editions – and we’re very happy with the result. Editor Paul Chai introduces the fresh, new, experiential Tigertales.
As Tigerair underwent a complete rebrand at the end of 2013, it was time to overhaul the magazine. The new Tigerair was all about enabling a multitude of travel experiences; the new Tigertales was to reflect them. The airline tasked us with creating a magazine that would focus on “people” and “experiences”.
For the new cover approach we aim to get the type of travel photo that makes you want to join in with the fun everyone’s having. They can be a challenge to find but, in US-based photographer Sarah Lee, we found to two shots that set the tone for what we want in every future issue. Our main coverline is always a question: ‘Where are your hidden surf spots?’ or ‘Isn’t it time you went to the Maldives?’ so we immediately engage with the reader from page one.
Tigertales 2014 is packed full of people, sharing their encounters and experiences. We renamed the upfront section Crowd Source, and much of the content is sourced from real people. The newsy pages are led by fresh, interesting quotes, the Why I Live In … page has someone telling us why they love their hometown; hotel reviews have become interviews; and a longer news feature tells you about travel trends.
Slugged Encounters, the mid-section focuses on experiential travel. There is always at least one first-person travel experience, but there are also lists, a local neighbourhood experience and a big picture of someone doing something out of the ordinary. Headlines are out, simple instructions are in – like they were told to you by a new travel buddy: “You really have to….” GO dirtbiking IN Java; DO a horse trek IN Hong Kong; GO nightfishing IN the Maldives
Our signature feature, Weekend Warriors has two people facing off with their ideal weekend – giving us two different perspectives of a destination, documented on their smartphones.
In the Melbourne comedy feature we skip the usual round up of the festival and instead have comics take us around ‘their’ Melbourne. For the images we had illustrator Kev Gahan annotate the stock PR photos in a graffiti-style that is synonymous with the southern Australian city.
The Tigerair Guide is a loose heading to allow us to group Tigerair destinations around a theme, be it geographical (Indonesia in the Asian edition) or how we travel (Surfing in the Oz edition). We go beyond ‘eat, sleep and go’ by including apps, movies, books (etc) about the featured topic or destination.
This is just a snapshot – we’d love to hear your thoughts on the complete issues up on ink-live. (Posted by Paul Chai)