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The company’s portfolio includes many of the world’s most respected and influential media properties including Vogue, Vanity Fair, Glamour, Self, GQ, The New Yorker, Condé Nast Traveler/Traveller, Allure, AD, Bon Appétit and Wired, among others. It makes perfect sense.Condé Nast is a global media company producing the highest quality content with a footprint of more than 1 billion consumers in 32 territories through print, digital, video and social platforms. It’s true to the Condé Nast Traveler DNA and this moment in time, when people all over the world feel so connected, and everyone is just aching to travel again. Yes, so no matter where you’re going, you’ll feel as if you have a personal guide showing you the way. So it’s an in-house effort that puts the spotlight on the in-house experts. It was a collaborative effort between Condé Nast Traveler’s editorial team, brand marketing team and CNX.
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Yes, this was executed entirely with an internal team. Was “The World Made Local” executed entirely in-house? With the right precautions in place, 89% would consider a flight abroad for their next trip. with 93% of respondents saying they are willing to travel internationally once restrictions have been fully lifted. As we begin to fully return to travel, all eyes are on international destinations. We’ve seen domestic travel as a key driving force for travelers planning their first trips back out in the world, with nearly 9 in 10-87%-considering a domestic flight for their next personal/leisure trip. What sort of differential are you seeing between enthusiasm for domestic vs. And, thanks to the vaccine, consumers can put thought into action. In a survey of Condé Nast Traveler readers conducted in early 2021, 86% of respondents mentioned they were researching and booking future travel. While our audience wasn’t able to travel the way they used to in the past year, they spent a significant amount of time thinking about what comes next. How is the CNT readership feeling about leisure travel in 2021? I know you’ve got some internal research to share. With “The World Made Local,” our editors and their hyper-local networks are sharing their secrets and guiding you through this new era of travel. It’s always that local connection that makes for an authentic experience and ensures your trip is unforgettable. So you’re a global brand that thinks local. Passionate people who live to travel, who have their fingers on the pulse of the most exciting things happening in their parts of the world. At CNT, we start with people-our people, our colleagues and teams creating CNT editions across the globe-from the U.S., UK, Europe, the Middle East, India and China. (This interview has been lightly edited for space and flow.) What was the genesis of “The World Made Local”?īefore we travel, we imagine places. Though Condé Nast declined to share revenue figures, Lusko says that so far in 2021, “CNT is exceeding all of its goals” and that the sales team has broken 20 new accounts since January, including private jet charter company Wheels Up and luggage retailer Away.īelow, thoughts on the campaign from Divia Thani. “We’ll be leveraging Condé Nast’s owned-and-operated brand channels,” she notes, “and will also be placing the campaign with travel trade-media outlets.” The ad starring Thani is one of “around a dozen creative iterations that we are working on featuring our global editorial talent,” Beth Lusko, Condé Nast global head of sales, travel and home, tells Ad Age.
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Though far from chic, they’re dripping with stories and nostalgia.” The ad closes with the CNT logo and “The World Made Local” tagline.
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The launch ad in the campaign (detail above scroll down for the full view) shows Divia Thani, global editorial director of Condé Nast Traveler-she’s identified by that title as well as “Lifelong Mumbai local”-along with a large-type quote from her: “Catch your breath in busy Mumbai by stopping for bun maska at one of the 100-year-old Irani cafés. “The World Made Local,” as the campaign is called, is a print/digital initiative that’s meant to capitalize on rising consumer comfort levels with leisure travel (more on that in a moment) while positioning CNT’s writers and editors as the ultimate travel influencers. Condé Nast Traveler, the upscale travel magazine and digital platform from the publisher of The New Yorker and Vanity Fair, is launching a new brand campaign today as it moves to leverage the momentum of the rebounding travel industry.