Medium Rare to Publish Qantas The Australian Way

Qantas has completed a review of its publishing arrangements for its inflight magazine, Qantas The Australian Way, iPad App and Travel Insider website, as part of the airline’s broader transformation program.

Following a comprehensive tender process involving a number of agencies, including the incumbent Bauer Media, content agency Medium Rare has been awarded the new contract to supply publishing services to Qantas from mid-2015.

Medium Rare is a dedicated content agency that creates expert premium content across multi-channel brands. It is a joint venture with NewsLifeMedia, the lifestyle arm of News Corp Australia.

In Australia, NewsLifeMedia is a leading publisher in news, luxury, fashion, food, family and health verticals and is the number one digital magazine publisher with 39 per cent of total sales.

Qantas group executive, brand marketing and corporate affairs, Olivia Wirth said: “We’ve had a great working relationship with Bauer over the past 14 years and we’re very grateful for their significant contribution to our business in that time."

“In Medium Rare we have chosen a content publishing house that will help us evolve Qantas The Australian Way publications with the changing media landscape and new inflight technology," Wirth said.

Gerry Reynolds, managing director, Medium Rare said: "We are looking forward to working with the Medium Rare team to inspire and engage our customers as they plan and enjoy their travel.”

"We are thrilled to be working with one of Australia's most iconic brands," Reynolds said.

“Combined, the magazine, tablet edition, Travel Insider web site and associated social media engage with Qantas passengers at every stage of their journey."

“We very much look forward to taking the publications to the next level. With our excellent working relationships with Sky News and MCN, we are confident of providing great content to customers and integrated advertising opportunities to advertisers across the entire travel experience."