The first issue of the relaunched QantasLink Spirit magazine has been launched this month and it showcases the best of regional Australia.
With more than six million QantasLink passengers flying every single year and an online audience of one million impressions a month, this is potentially a big promotional boon for the regions.
One feature highlights Toowoomba, the largest inland city in Australia. While the area started out as a quiet farming community, it now offers a very wide range of hip attractions.
The city is embracing the arts, food and multiculturalism - and Spirit offers information on everything from gardens and bushwalks to restaurants and a zoo, in addition to a suggested two-day itinerary.
Published bi-monthly - an increase on the previous iteration's quarterly schedule - content from the magazine is shared across Qantas social media platforms, as well as on the dedicated Qantas Travel Insider website and the Qantas magazine mobile app.
Each issue is intended as a reflection of the diverse customer base of the national carrier - and these passengers range from tourists to business travellers, people visiting family and friends and commuting workers.
Regional enterprise will be championed by Spirit - and this advertising space can be invaluable to businesses up and down the country. There will also be features on companies, entrepreneurs and local economies.
Editor Sarah Maguire, who grew up in Alice Springs, Launceston and Ballarat, said she intends to discover and share the best stories from every corner of Australia.
"From house-boating pub pit stops along the Murray to ghosts and gold in historic Hill End, we have travelled across the country to uncover some of Australia's hidden gems and lesser-known stories," she remarked.
"We also meet people passionate about their patch [such as] the Driver family operating the 10,000 sq km Elkedra Station in the Northern Territory."
