Shermanstravel.com, a Web site that highlights travel deals around the globe, is expanding its brand into the print realm with a new monthly magazine, Sherman's Travel.
The magazine is set to hit newsstands in late September with editorial content that steps outside the bounds of the Web site's content.
Idea: The tagline for the glossy is "Smart Luxury Value," focusing on more luxurious trips than the traditional deals seen in other travel monthlies. "Nothing can seduce you and allow you more browsability than the printed page," said James Sherman, founder of Shermanstravel.com. "A magazine is terrific in providing you lush photography and providing a more passive browse. It can inspire you with photography in a way that the Internet cannot."
Tools: MKPR is focusing on media relations to make Sherman's Travel a household name. "We broke the story with an exclusive with The New York Times," said Patrick Kowalczyk, president of MKPR. "We thought carefully about who would be the ideal to tell our story in the Monday Business section. We worked with Jane Levere because she covers both the advertising industry and the media industry, and also contributes stories to the Times on business travel." He added that a big part of the agency's work will involve introducing Sherman to the media and positioning him as an travel expert. MKPR is now focusing on outreach to trade publications, with consumer press outreach beginning in late September and a launch party set for October.
Measurement: In addition to media coverage, Kowalczyk said the team would measure the effort's success by tracking subscriptions, which will be 200,000 at launch time, and Web traffic.
Organization: Sherman's Travel Web site
Campaign: Sherman's Travel
PR team: Michael Kaminer PR (MKPR)
Other marketing: None
Launching: Late September