The Boutique Publishers Crafting Content for Big Travel Brands
Skift Take
As the lines between independent and branded travel content blur, it will matter less who is presenting the content and more whether it's relevant and actionable for the targeted reader.
Where do brands turn when they need creative custom content that speaks to a specific set of travelers?
The answer is often large creative agencies that publish content on a broad range of topics, but a growing number of brands are also turning to boutique publishers known for their unique voice.
The small publishers' ability to create fresh content tailored specifically to a target customer and their experience in the travel sector makes them stand out among larger creative agencies.
When looking for a media partner for a destination campaign built to help Qantas bust myths around the barriers to traveling to Australia, the airline chose travel inspiration site Fathom.
"We partner with different individuals or groups of sites in different ways depending on our campaign objectives," a Qantas spokesperson explains.
"In this
