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Ad Talent // Newsletter September/October 2009 |
| Touchline Custom Publishing Lands Kulula In-Flight Magazine |
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Touchline Custom Publishing (TCP) has attained the publishing portfolio of both Comair airlines in-flight magazines having recently been awarded the rights to produce kulula's new monthly in-flight magazine, kuluma. kuluma, meaning "talk" in Zulu, will deliver local, entertaining, informative and original content that will be firmly rooted in South Africa's cultures and assets. The magazine will reinforce the kulula trademark integrating the 5 brand pillars of people, travel, shopping, good deals and fun whilst distinguishing it as an innovative and fresh publication. The entire magazine will be produced in an interview format with each issue featuring a local comedian as the Guest Editor. This brings an idiosyncratic, creative and light hearted tone to the content while guaranteeing a connection between kulula and its passengers said Touchline Custom Publishing General Manager, Seraj Toefy. "We are very happy that our understanding of the client's corporate identity and objectives were correct, because that was the basis of us coming up with an editorial concept that kulula could associate with." kulula passengers fall predominantly into the LSM category 7-9. With increasing amounts of business travelers using low cost airlines - 42% of passengers who flew kulula over the last year were business travelers - ensures that kuluma will enjoy more access to LSM 10 consumers. "kulula is at a fabulous life-stage, we're growing up and have an amazing fan base of people who get what we stand for and have great expectations in terms of value, simplicity and a brilliant experience. Our on-board magazine is one of our most precious touch points and we can't wait to work with Touchline to connect with our fans in a refreshing, funky, smart and relevant way," says Comair Group Marketing Executive, Heidi Brauer. This 96 page, creative and unusually sized magazine will be found on board all kulula flights as of December 2009 and will replace current in-flight magazine, Comic Life. A division of Touchline Media, Touchline Custom Publishing offers a complete custom publishing solution to a variety of corporate partners. It is responsible for the entire production process, from planning and conceptualizing to creating a publication that reinforces the client's brand and ensures a synergy between clients and its customers. For more information visit www.touchline.co.za |
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