PORTUGAL. ANA Aeroportos de Portugal is set to turn its Livening magazine into a multi-platform brand, with its own website and a strong presence on social media in addition to the print version.
The biannual publication for Portuguese airports www.livening.net is an integral part of ANA’s marketing strategy and aims to enhance the performance of commercial areas within ANA-managed airports. It is distributed to passengers free of charge, and is available in Lisbon, Porto, Faro and Azores airports.
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Livening‘s new strategic positioning aims to strengthen its relationship with readers and to attract a wider readership with its increased and improved content |
The new strategic positioning of the magazine aims to strengthen its relationship with readers and to attract a wider readership with its increased and improved content, ANA said.
As a result of greater editorial investment, the magazine’s content will be adapted to different media formats. The new content will include feature stories, profiles, fashion editorials, airport information and leisure suggestions written by well-known guest writers, figures renowned within their area of expertise, opinion-makers and bloggers.
Ana Garcia Martins, author of “˜A Pipoca mais Doce’ – said to be one of the most popular blogs in Portugal – is one of Livening‘s new contributors.
The magazine will be split into four parts: “˜Check In’, “˜Take Off’, “˜Arrivals’ and “˜Exit’. The first three can be found in every magazine; “˜Exit’ will be a supplement with tourist information related to the region of each ANA airport.
From a design perspective the new magazine will project a lighter, fresher, more elegant, sophisticated and glamorous image, ANA said.
Rather than simply reflecting the airports’ commercial areas, Livening seeks to be a one-stop shop for all products on sale, generating cross-selling between shopkeepers in an appealing way, always subject to editorial monitoring.
ANA described Livening as follows: “A hub for a selection of brands and a starting point for new sensations, it conveys the feeling of a world – or part of it – that is constantly moving, is always in vogue, always connected, always cosmopolitan and always switched on.”
Top national and international brand names will also be featured.
Livening‘s new website, updated daily, will boast contemporary graphics and interactive features such as videos, games, promotions and “˜making of’ articles.
Like the magazine, the site will have sections devoted to fashion and accessories, beauty and cosmetics, fine food, children’s interests and airport information in addition to leisure suggestions and tourism offers.
Besides boosting its existing platforms, Livening will create new ones by establishing its presence on social networking sites such as Facebook, Twitter, Foursquare, YouTube and Flickr.
Given the growing use of smartphone and tablet devices, Livening will be developing apps for these mobile platforms. In this way, each issue of the magazine will enjoy an extended lifespan, making the content of the print version available to readers while valuing its multi-media component, ANA explained.
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