Ed Cotton: Brand Actions Matter (Afar Magazine)

Ed Cotton: Brand Actions Matter (Afar Magazine)

BSSP's Director of Strategy commends a new type of travel magazine that focuses on informing travelers to be more global citizens rather than pointing out tired, repeated tourist locations.

Ed Cotton, BSSP
  • 28 june 2011

The world of travel magazines has always been pretty predictable– they either tell you how to save money and have a good time, or invite you into the glossy/brochure world of familiar European destinations and Caribbean islands and “sell” an experience that often seems too good to be true. However, if anyone was thinking of launching a magazine at this time, most experts would consider the founders certifiable and recommend strongly against it.

Into the gap in the market and the most challenging time for magazines, comes AFAR, a new title with a new sensibility about travel. Flipping through the pages you get this is a different magazine with a new agenda- one that’s more youthful, celebrates “all” of the globe, rather than just pieces and is interested in being a global citizen more than just a tourist.

While the experience of the magazine is different, with one single action it sets itself apart and is a powerful proof that brands doing things, rather than saying them makes all the difference in the world.

This October, AFAR wants to take people on a trip to Egypt, of course they want to see the pyramids and the museum, but more than that they want to see a country on the edge of transition and meet with the people who are responsible for the change. Instead of just opening up the trip to the first 50 that pay their deposits- the magazine is going to curate the perfect “mix” of people to attend.

This October 25 – 27, AFAR Experiences will launch its inaugural event in Cairo, Egypt, the epicenter of a truly historic moment in time. Fueled by the passion and vigor of the country’s revolutionary supporters, Egypt is poised for transformation. As democracy dawns, a new hope for the people and an optimistic vision of the future sets the stage for what we at AFAR believe will be an unsurpassed gathering of brilliant minds, hearts and souls.

(Continue reading here).

Ed Cotton is the Director of Strategy at BSSP, and is curious about all things relating to brands, marketing and culture. Read more at influx insights.


DIY Kit Lets You Build Your Own Wooden Bike, Boat Or Caravan

Design & Architecture
Culture Yesterday

Messaging Add-On Helps You Correct Your Friends’ Bad Grammar

An iMessage sticker pack will help you copyedit text messages

Automotive Yesterday

Mercedes-Benz Introduces A New Electric Mobility Brand

The separate entity aims to simplify the identification of Mercedes EV products to customers


Get PSFK's Related Report: Future of Automotive

See All
Mobile Yesterday

Tinder’s New Feature Makes Swiping A Group Effort

The dating app wants to democratize its gestural interaction by buying in to the social polling trend pervasive among millennials

Related Expert

Gabe Newell

Game Development and Distribution

Syndicated Yesterday

Autonomous Garbage Drone Prevents Trash From Reaching Deep Ocean

The solar-powered WasteShark collects refuse closer to the source: the harbor

Automotive Yesterday

Aston Martin Reveals Its Own Luxury Powerboat

The sleek AM37 echoes styling elements from the British brand's sports cars

Advertising Yesterday

An Escort Website Fights Violence Against Sex Workers

The advocacy campaign from McCann aims uncover the human toll of the exploitative industry


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed september 28, 2016

Energy Expert: How American Consumers Are Taking Control Of Their Power Use

Jennifer Tuohy, green tech expert at The Home Depot, discusses green home technologies and developments for renewable technologies in US homes

PSFK Labs september 29, 2016

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Culture Yesterday

LIFE Magazine Relaunches In Pure VR

The general interest periodical, which ceased publication in 2000, has turned into a portal for virtual reality content

Mobile Yesterday

Reorder This Detox Drink With A Simple Text Message

Dirty Lemon is streamlining its communication by letting customers place orders, ask product questions and request help exclusively through chat

Op-Ed Yesterday

The Future Of The American Workforce Requires Unbundling College Education

President of JetBlue Technology Ventures: developing corporate education programs for non-traditional students

Retail Yesterday

Gilt’s Pop-Up House Is The Kind Of Store You’ll Want To Live In

The New York City townhouse plays host to the latest in retail inspiration, curation, and lifestyle activation (and some libations, too)


Future Of Work
Cultivating The Next Generation Of Leaders

Mobile Yesterday

Registering To Vote Is Now Just A Text Away

A new bot aims to mobilize underrepresented groups this election season through SMS and Facebook Messenger

Africa Yesterday

Virtual Reality Game Gives Lessons About Emergency Birth Care

LIFE is a serious tool that takes advantage of new technology to help save lives

Luxury Yesterday

Shoe Repair Has Moved Onto Your Phone

Cobbler Concierge is an on-demand service to get your footwear fixed online

No search results found.