Representing Globe Edge, a division of The Globe and Mail’s Custom Content Group, we worked with BC Ferries to create onBoard magazine – a print and digital coastal travel and lifestyle magazine with an anticipated audience of over 900,000 B.C. residents and visitors. The result is a highly engaging product, filled with colourful stories penned by esteemed travel and lifestyle journalists, visually compelling imagery, and insight into the BC Ferries organization. Through this combination of editorial and branded content, onBoard deliveres value for BC Ferries and its passengers. Despite the challenges of launching an advertiser-supported print publication, onBoard grew from 22 pages in its inaugural fall 2013 edition to 44 pages published in the Summer 2014 edition.
To help promote onBoard magazine, we also created print advertisements published in Western editions of The Globe and Mail, reaching more than 253,000 readers, 81% of whom have a household income of $99,000.