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2021 Media Kit Reach rueBlue T OUR HEART IS IN THE COUNTRY Reach more than 83,000 readers 2021 Media Kit per issue rueBlue T OUR HEART IS IN THE COUNTRY What is TRUE BLUE? TRUE BLUE is the inflight magazine for Rex Airlines. TRUE BLUE is a magazine dedicated to telling the stories of interesting Australian people, and a publication that aims to explore the industries that they work in and the places they call home. TRUE BLUE is a magazine that aims to educate readers about the first people to live on this great southern land, featuring stories, ideas and business knowledge from Indigenous Australians. Each year more than 500,000 people travel on Rex Airlines. That’s a captive audience of 83,000 people every issue, and our research has shown that the magazine is read at least twice, and often three times. These passengers are entertained throughout their journey thanks to the only inflight entertainment medium provided onboard the aircraft – TRUE BLUE. This audience sits in the highest demographic of income earners (with an average income of around AU$150,000 a year), making TRUE BLUE a targeted and responsive platform upon which to advertise your brand. There is a section of TRUE BLUE dedicated to Rex Airlines, which features a welcome letter from the CEO, a map displaying Rex routes, news from Rex, FAQ, information on inflight safety and comfort, and some puzzles. The rest of the magazine includes travel and lifestyle features, a national events calendar, product pages, interviews with people making a difference in Australia and the world, as well as a dedicated mining, agribusiness and business section, as most of our frequent flyers are business people who like to stay informed and abreast of local and national news and current affairs. Media Kit 2 rueBlue T OUR HEART IS IN THE COUNTRY Through TRUE BLUE, passengers learn about the people and places that make rural, regional and outback Australia what it is. Everyone today is swamped with information from so many platforms and from so many different angles, that brands need to be able to offer a tight, trustworthy media mix that reaches, resonates and remains with people long after they’ve viewed it. This is what the team at Publishing ByChelle do well. Many media agency buyers invest in Five-Metro Media with the expectation that they have also squared away potential regional customers. However, according to EMMA data (Enhanced Media Metrics Australia: emma.com.au) a high proportion of regional consumers are either non- or light-consumers of mainstream media. At Publishing ByChelle, everyone on our team is passionate about rural, regional and remote Australia, and we also understand that Rex does carry city folk who engage in regular business across Australia. Through TRUE BLUE, our team will continually create an environment in which targeted information, ideas, travel stories and business innovations are shared among our passengers. Airline magazine advertising is a proven method of targeting the frequent flyer and the leisure and business traveller market (decision-makers and opinion leaders with high income). An aircraft cabin provides a captive environment where airline magazine advertising reaches the right audience at the right time. And on Rex Airlines, our magazine is the ONLY inflight entertainment. Research shows that 80% of frequent flyers have read or looked through Rex’s inflight magazine in the past month and 91% have read or looked through it in the past six months. TRUE BLUE places traditional advertising in front of elusive consumers at a time when they have no other media distractions. They are a captive audience like no other, and we know how to engage them. Media Kit 3 rueBlue T OUR HEART IS IN THE COUNTRY Introducing Rex Airlines Regional Express, aka Rex, is Australia’s largest independent regional airline. Rex operates a fleet of more than 90 aircraft, flying to 60 destinations across Australia. Its fleet consists of 52 Swedish built Saab 340 turboprop aircraft seating 34 passengers. It serves New South Wales, South Australia, Victoria, North Queensland, Tasmania and Western Australia. The airline was established in 2002 when the Australia-wide Airlines consortium (set up by former Ansett Australia employees) acquired Hazelton Airlines and Kendell Airlines. The consortium merged the two companies and started operations in August 2002 as Rex. OutthereToday MEDIAKIT the 2016/17 Rex group comprises of Regional Express, Air freight and charter operator Pel-Air Aviation, and it also owns and operates the Australian Airline Pilot Academy. Bamaga NPA Gununa Cairns Normanton where we fly Burketown Doomadgee Townsville Mount Isa Hughenden Julia Richmond Creek Winton Boulia Longreach Bedourie Windorah Birdsville Quilpie Charleville Brisbane Wellcamp/ Coober Pedy Thargomindah Cunnamulla St George Toowoomba Lismore Ballina (Byron Bay) Grafton Armidale Broken Hill Perth Taree Ceduna Whyalla Dubbo Newcastle Mildura Parkes Orange Esperance Bathurst Grith Adelaide Wagga Sydney Port Lincoln Narrandera/ Wagga Albany Leeton Albury Moruya Kingscote (Kangaroo Island) Cooma Merimbula Mount Gambier Melbourne King Island Burnie Media Kit 4 rueBlue T OUR HEART IS IN THE COUNTRY Who flies on Rex Airlines? Passengers of regional airlines are a clearly defined and attractive audience. Spanning regional business professionals, regional leisure travelers and the affluent and well-educated professionals of the mining and resources sector, the passengers of Rex have income profiles well above the national average. Unlike passengers on the large national airlines, the TRUE BLUE audience isn’t distracted with seat-back TVs and Wi-Fi tablet access. TRUE BLUE’s high-quality and beautifully presented content meets its readers’ desire to be entertained, absorbed, and informed throughout their flight, and delivers a uniquely engaged audience for your brand advertising. 500,000 PASSENGERS ANNUALLY 45% FEMALE 55% MALE 70% 30% LEISURE BUSINESS 80% (1,050,000) (450,000) ARE REPEAT CUSTOMERS 76% RECOMMEND REX TO PEOPLE THEY KNOW $150,000 40-55 THE AVERAGE INCOME OF OUR PASSENGER IS AROUND $150,000 A YEAR, HOWEVER MORE THAN IS THE AVERAGE AGE 20% OF OUR PASSENGERS EARN OVER $165,000 OF OUR PASSENGERS Media Kit 5 rueBlue T OUR HEART IS IN THE COUNTRY What kind of stories do our writers tell? Features focussing on Rex Airlines TRUE BLUE has a section of the magazine dedicated to all things Rex: news, health and safety while flying, a route map and a FAQ page. Regional news Every issue TRUE BLUE brings together news and ideas from across the country, focussing on the regions that Rex Airlines services. Travel articles TRUE BLUE’s travel stories focus on the regions that Rex flies to, and the stories are real yarns, filled with local characters, interesting history, and most importantly, they are stories that inspire. Indigenous stories TRUE BLUE supports the many Indigenous communities of Australia, covering everything from art and culture to business and education. ArtSpace Every issue we cover a fantastic art gallery or art exhibition that is featuring at one of Rex’s regional and metro locations. Philanthropy We love to cover charities and non-profits that benefit and help out Australians living and working in rural, regional and outback locations. Agribusiness: Australians and their industries Australia is what it is because of the people who call it home. Our producer and agribusiness stories reveal insights into the many industries in which Australians are employed, while introducing characters who we can all learn from. Events Calendar Everyone loves a good festival or event, and Australia is absolutely heaving with them. We cover the pick of the bunch from Rex destinations all over Australia. Business From issues and news in agribusiness to small business news and technology, in TRUE BLUE we keep our passengers well-informed while also keeping them entertained. Mining and resources Mining is one of the industries that keeps Australia moving ahead. TRUE BLUE covers important stories from the resources sectors revolving around issues, people, places and events that affect us all. Education Education is a part of every other industry that TRUE BLUE covers. In this section we cover innovation in education, students and institutions doing something out of the ordinary, and news and views from some of the country’s top minds. Media Kit 6 rueBlue T OUR HEART IS IN THE COUNTRY Each issue of TRUE BLUE runs for two months, so every advertisement reaches around 83,000 passengers. What does it cost to get involved? Size 1 Issue 3 issues 6 issues Ad Production DPS $8,500 $7,200 $6,500 $800 Full Page $5,000 $4,200 $3,500 $450 Half Page $2,500 $2,200 $2,000 $250 Quarter Page $1,400 $1,200 $1,000 $150 Ad Directory $550 $500 $450 N/A Inside Front Cover $6,500 $4,250 $4,500 $450 Inside Back Cover $5,500 $4,000 $4,000 $450 Outside Back Cover $8,000 $7,500 $6,500 $450 2021 Deadline Dates Issue Date Booking Deadline Material Deadline Magazines On Board IssueMar/Apr Date 2021 BookingFeb 9 Deadline MaterialFeb 11 Deadline MagazinesMar 1 On Board Mar/AprMay/Jun 2021 FebApr 9 FebApr 1311 MarMay 11 May/JunJul/Aug 2021 2021 AprJun 9 AprJun 1113 MayJuly 11 Jul/AugSep/Oct 20212021 JunAug 9 10 JunAug 11 12 JulySep 1 Nov/Dec 2021 Oct 19 Oct 15 Nov 1 Media Kit 7 Bamaga NPA Mornington Island (Gununa) Karumba Cairns Burketown Normanton Doomadgee Richmond Townsville Mount Isa Hughenden Julia Creek Winton Boulia Longreach Bedourie Windorah Charleville Birdsville Carnarvon Quilpie Brisbane West Wellcamp (Toowoomba) Monkey Mia Cunnamulla Brisbane Coober Pedy Thargomindah St George Coolangatta Lismore Ballina (Byron Bay) Grafton (Yamba) Ceduna Broken Hill Armidale Coffs Harbour Whyalla Dubbo Perth Parkes Port Macquarie Orange Mildura Port Lincoln Esperance Griffith Bathurst Adelaide Narrandera-Leeton Sydney Albany Kangaroo Island Wagga Wagga Canberra (Kingscote) Albury Moruya Snowy Mountains (Cooma) Merimbula Mount Gambier Melbourne Domestic Routes Regional Routes King Island Upcoming Routes Our heart is in the country *As of 1 Mar 2021.
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