Sunday, July 14, 2024

Travel media firm Ink acquires Business Traveller worldwide brands – Campaign Middle East

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Business Traveller

All of the Business Traveller worldwide brands, which serve the business travel community across the globe, have been acquired by travel media content company Ink.

The acquisition includes the brands’ digital footprint, seven editions of the magazine, the Cellars in the Sky events, as well as the highly acclaimed Business Traveller Awards.

Michael Keating, the CEO of Ink, said, “We are hugely excited to be bringing all of the Business Traveller brands to Ink following the success of the title in North America, since we took over in 2022. We have big plans to expand, reimagine, and create new editorial, digital TV, and Podcast content globally. Travel media is undoubtedly the last cohesive and growing audience for advertisers and brands today, and we cannot wait to unlock Ink’s huge international travel media network and audience to the Business Traveller brands.”

Ink has confirmed plans for a strategic transformation, including expand its digital and publishing portfolios. The brand will welcome a new global website and podcast, as well as a daily Business Traveller Television show – exclusive content and a wider reach thanks to its established international network of advertisers and consumers.

Julian Gregory, the managing director of the Business Traveller Magazine, said, “As advertisers search for compelling ways to get in front of high value travellers today, we are finding that the demand for positive owned content, delivered on multiple channels, is greater than ever before. We relish this new adventure for the Business Traveller brands and we are already witnessing significant successes with the North American content reaching new audiences and levels of digital engagement.”

The global brand has been a trusted source of information and inspiration to its loyal readership right from its inception in 1976. Distributed in top tier hotels, members clubs, airport lounges, and onboard leading global airlines, the title has long been a go-to for the savvy executive.

Targeting affluent global decision makers, it has established itself as the go-to channel for brands and businesses looking to connect with this high-spending, fast-growing audience.

Since 2003, Motivate Media Group, the leading multi-platform content producer in the MENA and GCC region, has been operating Business Traveller Middle East as the market-leading publication for frequent flyers and corporate travellers across the region.

Business Traveller Middle East, which will be part of the new global website, remains unaffected by the Ink acquisition and will continue to be published as a joint venture with Motivate Media Group.

Business Traveller’s team, including CEO, Julian Gregory, will be joining Ink.

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