Travel mag launches with BMW, Amex and Lexus

By By Alexandra Roach | 2 August 2012

A high-end family travel magazine aimed at attracting the AB socioeconomic demographic has launched, backed by advertising from BMW, Lexus, American Express and Etihad.

The quarterly Five Star Kids Travel + Lifestyle is published by Signature Media, which is claiming the title is the world's first to cater for wealthy families seeking luxury holidays.

Signature Media also publishes two other high-end travel titles: Holidays with Kids and Signature Luxury Travel and Lifestyle.

Executive editor Hilary Doling told AdNews the title was attracting the interest of high-end luxury brands and that many advertisers are booking in advance for multiple issues.

"These brands want the AB demographic, which can be hard to reach," Doling said. "The high-end, five-star family-with-kids lifestyle and holiday area hasn't been served by a dedicated magazine before but there is a demand for it. We launched the magazine because of reader demand.

"Some people can afford these things and want to spend their luxury money in these areas and on their kids. These are people advertisers want to reach."

Other advertisers featured in Five Star Kids' launch issue are California's Disneyland Resort and the Hyatt, Westin and Four Seasons hotel groups.

"Five Star Kids caters to an AB demographic often overlooked in the family holiday market," Signature Media director Cathy Wagstaff said. "There’s been a lot of attention on budget holidays and discounted deals for families but major travel agencies have reported to us a significant growth in high-end luxury travel for well-to-do families which is why we decided to serve this often neglected niche market through this exciting new publication."

Doling told AdNews the title’s initial print run of 25,000 will be distributed in thousands of newsagencies nation-wide.

Five Star Kids will also be available at Mercedes Benz, BMW and Audi showrooms, in the first- and business-class lounges of Etihad and Virgin airlines and will be sent to American Express customers.

"We have great expectations for this title," Doling said. "We're hoping that the launch issue will sell 20,000 copies. Newsagents are responding very positively so far to customer interest and sales in Five Star Kids."

The title's launch issue includes a kid’s fashion spread featuring Dior designs and travel articles covering specialist children's concierges, private islands, family jets and horseback safaris in Africa.

Five Star Kids will also feature editorial and advice on education and broader lifestyle matters.

The second issue will go on-sale in late October.

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