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AFAR

WHERE TRAVEL CAN TAKE YOU


WHAT

AFAR is more than a media company: we are a community of travelers, guides, creators, locals, nomads, teachers, storytellers, artists and doers who share a common belief in the transformative effect of travel.

AFAR

WHERE TRAVEL CAN TAKE YOU


WHY

AFAR’s mission is to inspire and enable those who seek to connect with people, experience cultures, and understand different perspectives through travel.


WHO

The AFAR community is made up of endlessly curious, unfailingly empathetic cultural explorers who are open to serendipity, delight in discovery, and relish in sharing their finds with like-minded people.

AFAR

WHERE TRAVEL CAN TAKE YOU


HOW Through its various platforms (Magazine, Foundation, Experiences, Online, Mobile) AFAR aspires to help people experience the world in a deeper, richer and more authentic way.

AFAR.COM AFAR

Experiences

E ABL N E

RE SHA

AFAR

Magazine

Mobile App

E

Meet Up Events

ED U C AT

PIRE INS

AFAR

learning

AFAR

AFAR

WHERE TRAVEL CAN TAKE YOU


DELIGHT IN SERENDIPITY AFAR knows that the best travel adventures happen when you step off the itinerary.

AFAR

WHERE TRAVEL CAN TAKE YOU


OUR APPROACH

BRAND ATTITUDES Compelling stories, told through people and their experiences. AFAR’s travelers don’t just tour places; they travel to discover how others live, work, and play. AFAR TELLS STORIES THROUGH PEOPLE We introduce travelers to the world’s individuals, people both like and unlike themselves.


FEEDING THE CURIOUS AND THE PASSIONATE We ask a million questions, turn up the quirky factoids, stumble onto detours, linger on the details, and dig up the telling anecdotes.

AFAR

WHERE TRAVEL CAN TAKE YOU


AUTHENTICITY AND “THE LUXURY OF EXPERIENCE” We define and own the notion of “authentic luxury”—the inherent value of things that are created with soul and made with care, no matter what their pricetag. It’s getting harder to find authenticity in our globalized world. But it’s there if you know where to look—in the craftsmanship of Balinese mask carvers, in the cultivation of French lavender, in the tradition-inspired new cuisine of Greece. This is what our community seeks, and what AFAR brings to them.

AFAR

WHERE TRAVEL CAN TAKE YOU


MORE ACTION THAN ARMCHAIR AFAR believes the world is to be explored, not just read about. We know that our audience is either just back from a trip or about to embark on the next one. Our compelling accounts and experiential approach put the traveler in the action and invite them to take to the road.


CONTINUING THE ADVENTURE EVEN OFF THE ROAD AFAR believes that even if a traveler is not traveling, she can live like she is. Our travelers continue to discover and learn and they surround themselves with the memories of travel through the products we offer.

AFAR

WHERE TRAVEL CAN TAKE YOU


THE AFAR COMMUNITY  njoy venturing off the beaten E path, especially in places that are the beaten path. They welcome unexpected views of people and places, surprise and serendipity. Are driven by a constant curiosity, the AFAR travelers seek to understand the interaction between the world’s people and their cultures. They measure their wealth by the richness of their experiences. They like to invest in memorable moments that make them feel fulfilled and enriched. T  hey are hungry to connect and share their discoveries with other like-minded travelers.


AFAR PRIDES ITSELF IN DRAWING A VERY UNIQUE AUDIENCE

One that can’t be reached through other media brands in the travel category. Travel is way of life, a lens our audience uses 365 days of the year. They invest in well-made things that have a sense of provenance. They are great narrators and the things they curate serve as props in the story of their lives. Wherever they go, these people always “pick things up”—whether it’s food or cultural nuance, design ideas, language, or art. They “travel their passions,” using their interests to explore a new place and connect with locals. Their passports, are well worn and the stamps plentiful, tell unique and interesting stories.


AFAR’S INCREDIBLE�AUDIENCE MAGAZINE

•  •  •  •  •  •  •  • 

Total Audience: 700,000 80% Own a Valid Passport Male/Female: 40% Male/60% Female Median Age: 46.5 Median HHI: $105,746 53% of AFAR's readers have an HHI $100,000+ 74% Employed 89% College Educated+

THE�AFAR�ADVANTAGE, AFAR is #1 in the competitive set for: •  Super influential consumers – business or vacation travel •  HHI $150,000+ •  Graduated college+ •  Professional/Managerial •  Own a valid passport •  Took 4+ foreign trips & 4+ domestic trips* •  Flew First/Business class on a foreign trip •  Stayed at a hotel/motel 8+ nights in the past year

Source: 2011 G� MRI Doublebase, AFAR�Prototype; Competitive set includes: CN�Traveler, National Geographic Traveler, Travel + Leisure; *Foreign past 3 years, Domestic past year


DIGITAL�AUDIENCE DIGITAL AFAR.com and the new AFAR app are bringing together like-minded influential travelers and locals who inspire, guide and connect with each other, enabling deeper and richer experiences around the globe. Our digital platforms have created an interactive highly engaged community that allows immersive travelers to ask questions, post highlights of their experiences and learn from each other. Our digital audience is growing every month.

AFAR.COM (as of March 2012) •  •  •  •  •  • 

AFAR.com has over 18,000 registered members in more than 150 countries Total # of Highlights: 6,143 Visits: 62,000+  Unique Visitors: 42,000+  Pageviews: 205,000+  Total mobile downloads : 3,310

ENGAGED�CONSUMERS •  •  •  •  •  •  •  •  • 

70% growth in visits from Q� 2011 to Q� 2012 84% “use AFAR.com to receive and give travel advice” 53% indicated “that meeting like-minded people when they travel is very important” 58% of users have created content (asked a question, posted a photo, replied to a post) 55% of questions are answered within 24 hours 81% are answered within 7 days Average 3 answers per question 41% of site traffic is from return users Average 4.6 pages per visit

Sources: AFAR�Internal Reports; AFAR�Connect Survey December 2010; Google Analytics as of 3.16.12


A COMMUNITY OF PASSIONATE EXPERIENTIAL TRAVELERS DIGITAL: MOBILE + WEB

AFAR.COM The magazine helps travelers “dream”, the digital platforms help travelers “do”. In other words, our platforms are designed around how travelers behave in the digital environment. Combining inspiration, information, peer-to-peer advice, community and social sharing, we’ve built a curated platform to remove barriers between travelers and destinations. Digitally, AFAR is an engaged, active eco-system that allows travelers to co-create, share and participate in the conversations going on in the world.


HIGHLIGHTS IS AT THE FOREFRONT OF THE AFAR DIGITAL STRATEGY HIGHLIGHTS HIGHLIGHTS Highlight is an innovative content feature on our digital platform. A Highlight consists of the following: • An image to inspire the traveler • A headline and description to bring the experience to life • A location/map to enable the traveler to recreate the experience. 1 of the 6,143 Highlights posted by our engaged community you will find on afar.com.

Our goal is to provide travelers with the inspiration and ability to go have unique experiences in places around the globe, or right next door. And, after having done so, to pay it forward, by recording and sharing that experience with others.

Highlights are unique because they integrate across both mobile and web, offering the traveler a seamless user experience.

AFAR

WHERE TRAVEL CAN TAKE YOU


AFAR EXPERIENCES AFAR Experiences is pioneering a new kind of travel experience joining together the brilliance and mystery of a nation and its people with likeminded, curious global souls.

We curate intimate, once-in-a-lifetime events for spirited world travelers, offering an immersive connection to the true essence of a place, its culture and its people. AFAR Experiences introduces travelers to the remarkable people of a destination – the influencers, change agents and entrepreneurs in their field, including business leaders, scientists, chefs, politicians, artists, designers, writers and activists. Over the course of four days, travelers engage with fascinating speakers, dine with locals in their homes, participate in hands-on workshops, enjoy music and art performances, and celebrate in style at iconic venues. After our pioneering Experience event in Cairo, AFAR has just announced Johannesburg-South Africa as its next destination for 2012.


AFAR EXPERIENCES– CAIRO

WWW.AFAREXPERIENCES.COM

(click to play)

AFAR

WHERE TRAVEL CAN TAKE YOU


LEARNING AFAR Learning AFAR is born from the idea that travel is the best form of education. Our program is based on leadership, service, crosscultural exchange and education. We design trips that inspire students to become responsible global citizens. We help students understand that they are part of a larger, interconnected world, and that their actions have an impact on the world around them. The students who participate in our programs have a positive impact on their communities long they return from their trips. Since Learning AFAR’s inception in September 2009, the AFAR Foundation, with nonprofit partner Global Explorers, has sponsored more than 100 students and educators in trips to Cambodia, Costa Rica and Peru.


PARTNER WITH AFAR AFAR has engaged a community of experiential travelers who are curious and passionate. They love to share their stories and experiences. The conversations fueled within our community are brimming with insight and information. The content that we curate on our platforms is unique and valued by our audience because they trust AFAR to bring them the best. As we continue to cultivate and enrich these exchanges, we welcome opportunities to share your brand’s story with the AFAR community.


WELCOME TO AFAR WHERE TRAVEL CAN TAKE YOU


CIRCU�TION�GROWTH MAGAZINE

•  •  • 

AFAR is the fastest growing ABC-audited publication in the US, based on the Dec 2011 FAS�FAX data. From our initial launch at 50,000 to our rate base of 175,000 in July of 2012, AFAR’s rate base has increased 250% since the first issue in 2009. “Some standout highs…from ABC’s FAS�FAX...AFAR’s total paid and verified numbers shot up almost 73% to 140,708 in the last six months of 2011.” –Folio, 2/7/12

AFAR�IS #1 AMONG�THE�COMPETITIVE�SET* FOR: •  Overall Circulation Growth: +72.6% •    •   

Newsstand vs. Sub: 13%/87% Newsstand Growth: +16.5%

Source: ABC�FAS�FAX�December 2011 vs. December 2010, Competitive set includes: Conde Nast Traveler, National Geographic Travel, Travel + Leisure

Afar general presentation  

AFAR magazine General Presentation 2012

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