MRBTA and Premium Publishers have been shortlisted in the prestigious 2022 Mumbrella Travel Marketing Awards, which celebrates the best of APAC’s travel marketers.
Our joint publication, Tales & Trails has made it into the ‘Publication of the Year’ category alongside leading publications including Qantas magazine.
2022 Mumbrella Travel Marketing Awards – Publication of the Year
- Perth Is OK!
- Qantas magazine + Travel Insider – Medium Rare for Qantas
- Tales & Trails magazine – Margaret River Busselton Tourism Association with Premium Publishers for The Margaret River Region brand
- We Are Explorers
Tales and Trails is the Margaret River Region’s reimagined magazine – an evolution of the six-year running publication which was a finalist in the Mumbrella Travel Publication Awards in 2019. The ‘free to take home’ tangible keepsake offers inspiration to travellers and gives a stronger voice to the region’s four anchor towns; Busselton, Dunsborough, Margaret River and Augusta.
In response to the restrictions and impacts of the global pandemic, we took the opportunity to break with the traditions of the previous format, title and design of the magazine. Along with the Margaret River Region destination rebrand (which happened concurrently), Tales & Trails has evolved towards a cleaner, more future-proof design.
The new-look magazine has a contemporary aesthetic, celebrating nature through carefully selected imagery, and employing distinctive design elements such as typography, linear shapes and illustrative maps
Alongside this design, is a careful approach to providing a mix of practical visitor information, and aspirational storytelling. As well as beautiful people pieces, we also provide that more granular detail required when visitors are in-region, such as practical top 10’s and itineraries.
In an effort to encourage our visitors to disperse widely, the content format includes a ‘town guides’ section, which gives the region’s four anchor towns a stronger voice and personality.
Using a hybrid model, our readership is expanded through a cross-promotional approach, whereby our articles are repurposed on margaretriver.com. The digital arm reaches 826K users per year and over 3M+ page views annually.
Ultimately though, our goals are not financial, but social. We have a strong focus to support our community of tourism operators, strengthen relationships with other regional organisations, and tell stories that would otherwise not have a voice.
Thank you to our cohort of incredible writers, photographers and designers who contribute to the magazine, including Lizzy Pepper, Tim Campbell, Tom De Souza, Sarah Robinson, Taya Reid, Cally Browning, Janine Pittaway, Dianne Bortoletto, Kat Rischbieth, Sharnae Watson, Fergal Gleeson, and Kate Jones.
And thank you to our supportive advertisers and to Natalie Du Preez at Premium Publishers, who without you the magazine would not be possible.