TRUEBLUE - 2021 MEDIA KIT - PUBLISHING BYCHELLE
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TrueBlue
OUR HEART IS IN THE COUNTRY
2021 Media Kit
Reach
more than
83,000 readers
per issue
TrueBlue
OUR HEART IS IN THE COUNTRY
What is TRUE BLUE?
TRUE BLUE is the inflight magazine
for Rex Airlines.
TRUE BLUE is a magazine dedicated to telling the stories of interesting
Australian people, and a publication that aims to explore the industries
that they work in and the places they call home.
TRUE BLUE is a magazine that aims to educate readers about the first
people to live on this great southern land, featuring stories, ideas and
business knowledge from Indigenous Australians.
Each year more than 500,000 people travel on Rex Airlines.
That’s a captive audience of 83,000 people every issue, and our research
has shown that the magazine is read at least twice, and often
three times. These passengers are entertained throughout their journey
thanks to the only inflight entertainment medium provided onboard
the aircraft – TRUE BLUE.
This audience sits in the highest demographic of income earners
(with an average income of around AU$150,000 a year), making TRUE BLUE
a targeted and responsive platform upon which to advertise your brand.
There is a section of TRUE BLUE dedicated to Rex Airlines, which features
a welcome letter from the CEO, a map displaying Rex routes, news from Rex,
FAQ, information on inflight safety and comfort, and some puzzles.
The rest of the magazine includes travel and lifestyle features,
a national events calendar, product pages, interviews with people making
a difference in Australia and the world, as well as a dedicated
mining, agribusiness and business section, as most of our frequent flyers
are business people who like to stay informed and abreast of
local and national news and current affairs.
Media Kit 2
TrueBlue OUR HEART IS IN THE COUNTRY
Through TRUE BLUE, passengers learn about the people and places
that make rural, regional and outback Australia what it is.
Everyone today is swamped with information from so many platforms and from so many different angles, that brands
need to be able to offer a tight, trustworthy media mix that reaches, resonates and remains with people long after
they’ve viewed it. This is what the team at Publishing ByChelle do well.
Many media agency buyers invest in Five-Metro Media with the expectation that they have also squared away potential
regional customers. However, according to EMMA data (Enhanced Media Metrics Australia: emma.com.au)
a high proportion of regional consumers are either non- or light-consumers of mainstream media.
At Publishing ByChelle, everyone on our team is passionate about rural, regional and remote Australia, and we
also understand that Rex does carry city folk who engage in regular business across Australia. Through TRUE BLUE,
our team will continually create an environment in which targeted information, ideas, travel stories and business
innovations are shared among our passengers.
Airline magazine advertising is a proven method of targeting the frequent flyer and the leisure and business traveller
market (decision-makers and opinion leaders with high income). An aircraft cabin provides a captive environment where
airline magazine advertising reaches the right audience at the right time. And on Rex Airlines, our magazine is the ONLY
inflight entertainment.
Research shows that 80% of frequent flyers have read or looked through Rex’s inflight magazine in the past month and
91% have read or looked through it in the past six months.
TRUE BLUE places traditional advertising in front of elusive consumers at a time when they have no other media
distractions. They are a captive audience like no other, and we know how to engage them.
Media Kit 3
TrueBlue OUR HEART IS IN THE COUNTRY
Introducing Rex Airlines
Regional Express, aka Rex, is Australia’s largest independent regional airline.
Rex operates a fleet of more than 90 aircraft, flying to 60 destinations across Australia. Its fleet consists of 52 Swedish
built Saab 340 turboprop aircraft seating 34 passengers. It serves New South Wales, South Australia, Victoria, North
Queensland, Tasmania and Western Australia.
The airline was established in 2002 when the Australia-wide Airlines consortium (set up by former Ansett Australia
employees) acquired Hazelton Airlines and Kendell Airlines. The consortium merged the two companies and started
operations in August 2002 as Rex.
Today
Outthere the2016/17
MEDIAKIT comprises of Regional Express, Air freight and charter operator Pel-Air Aviation, and it also owns
Rex group
and operates the Australian Airline Pilot Academy.
Bamaga NPA
where we fly Doomadgee
Gununa
Burketown
Normanton
Cairns
Townsville
Mount Isa Hughenden
Julia Richmond
Creek
Winton
Boulia Longreach
Bedourie
Windorah
Birdsville
Quilpie Charleville
Brisbane
Wellcamp/
Coober Pedy Thargomindah Cunnamulla St George Toowoomba
Lismore Ballina
(Byron Bay)
Grafton
Armidale
Broken Hill
Perth Taree
Ceduna
Whyalla Dubbo
Parkes Orange Newcastle
Mildura
Esperance Bathurst
Griffith
Adelaide Wagga Sydney
Port Lincoln Narrandera/ Wagga
Albany Leeton
Albury
Moruya
Kingscote
(Kangaroo Island) Cooma
Merimbula
Mount Gambier Melbourne
King Island
Burnie
Media Kit 4
TrueBlue OUR HEART IS IN THE COUNTRY
Who flies on Rex Airlines?
Passengers of regional airlines are a clearly defined and attractive audience.
Spanning regional business professionals, regional leisure travelers and the affluent and well-educated professionals of the
mining and resources sector, the passengers of Rex have income profiles well above the national average.
Unlike passengers on the large national airlines, the TRUE BLUE audience isn’t distracted with seat-back TVs and Wi-Fi
tablet access. TRUE BLUE’s high-quality and beautifully presented content meets its readers’ desire to be entertained,
absorbed, and informed throughout their flight, and delivers a uniquely engaged audience for your brand advertising.
500,000 PASSENGERS ANNUALLY
45%
FEMALE
55%
MALE
70% 30%
80%
LEISURE BUSINESS
(1,050,000) (450,000)
ARE REPEAT
CUSTOMERS 76%
RECOMMEND REX TO
PEOPLE THEY KNOW
$150,000 40-55
THE AVERAGE INCOME OF OUR PASSENGER
IS AROUND $150,000 A YEAR, HOWEVER MORE THAN IS THE AVERAGE AGE
20% OF OUR PASSENGERS EARN OVER $165,000 OF OUR PASSENGERS
Media Kit 5
TrueBlue OUR HEART IS IN THE COUNTRY
What kind of stories do our writers tell?
Features focussing on Rex Airlines
TRUE BLUE has a section of the magazine dedicated to all things Rex:
news, health and safety while flying, a route map and a FAQ page.
Regional news
Every issue TRUE BLUE brings together news and ideas from across
the country, focussing on the regions that Rex Airlines services.
Travel articles
TRUE BLUE’s travel stories focus on the regions that Rex flies to, and
the stories are real yarns, filled with local characters, interesting history,
and most importantly, they are stories that inspire.
Indigenous stories
TRUE BLUE supports the many Indigenous communities of Australia,
covering everything from art and culture to business and education.
ArtSpace
Every issue we cover a fantastic art gallery or art exhibition that is
featuring at one of Rex’s regional and metro locations.
Philanthropy
We love to cover charities and non-profits that benefit and help out
Australians living and working in rural, regional and outback locations.
Agribusiness: Australians and their industries
Australia is what it is because of the people who call it home.
Our producer and agribusiness stories reveal insights into the many
industries in which Australians are employed, while introducing
characters who we can all learn from.
Events Calendar
Everyone loves a good festival or event, and Australia is absolutely
heaving with them. We cover the pick of the bunch from Rex
destinations all over Australia.
Business
From issues and news in agribusiness to small business news and
technology, in TRUE BLUE we keep our passengers well-informed
while also keeping them entertained.
Mining and resources
Mining is one of the industries that keeps Australia moving ahead.
TRUE BLUE covers important stories from the resources sectors
revolving around issues, people, places and events that affect us all.
Education
Education is a part of every other industry that TRUE BLUE covers.
In this section we cover innovation in education, students and
institutions doing something out of the ordinary, and news and
views from some of the country’s top minds.
Media Kit 6
TrueBlue OUR HEART IS IN THE COUNTRY
Each issue of TRUE BLUE runs for two months, so every
advertisement reaches around 83,000 passengers.
What does it cost to get involved?
Size 1 Issue 3 issues 6 issues Ad Production
DPS $8,500 $7,200 $6,500 $800
Full Page $5,000 $4,200 $3,500 $450
Half Page $2,500 $2,200 $2,000 $250
Quarter Page $1,400 $1,200 $1,000 $150
Ad Directory $550 $500 $450 N/A
Inside Front Cover $6,500 $4,250 $4,500 $450
Inside Back Cover $5,500 $4,000 $4,000 $450
Outside Back Cover $8,000 $7,500 $6,500 $450
2021 Deadline Dates
Issue Date Booking Deadline Material Deadline Magazines On Board
Issue Date
Mar/Apr 2021 Booking
Feb 9 Deadline Material
Feb 11 Deadline Magazines
Mar 1 On Board
May/Jun
Mar/Apr 2021 Apr
Feb 9 Apr
Feb 13
11 May
Mar 11
Jul/Aug
May/Jun2021
2021 Jun
Apr 9 Jun
Apr 11
13 July
May 11
Sep/Oct 2021
Jul/Aug 2021 Aug
Jun 910 Aug 12
Jun 11 Sep
July 1
Nov/Dec 2021 Oct 19 Oct 15 Nov 1
Media Kit 7
Bamaga NPA
Mornington Island (Gununa)
Karumba
Cairns
Burketown Normanton
Doomadgee
Richmond
Townsville
Mount Isa
Hughenden
Julia Creek
Winton
Boulia
Longreach
Bedourie
Windorah
Charleville
Birdsville
Carnarvon
Quilpie Brisbane West Wellcamp
(Toowoomba)
Monkey Mia Cunnamulla
St George Brisbane
Coober Pedy Thargomindah
Coolangatta
Lismore Ballina
(Byron Bay)
Grafton (Yamba)
Ceduna
Broken Hill Armidale Coffs Harbour
Whyalla Dubbo
Perth Parkes Port Macquarie
Orange
Mildura
Port Lincoln Griffith
Esperance Bathurst
Adelaide Narrandera-Leeton
Sydney
Albany Kangaroo Island Wagga Wagga Canberra
(Kingscote) Albury Moruya
Snowy Mountains (Cooma)
Merimbula
Mount Gambier
Melbourne
Domestic Routes
Regional Routes King Island
Upcoming Routes
*As of 1 Mar 2021. Please visit rex.com.au for our latest route map
Burnie Our heart is in the country
Reach over 2.5 million readers
Combined, Rex and Alliance service more than 100 ports.
Each year, our airlines carry a onboard any of the airlines.
combined total of up to 2.5 million
All four airline have a unique cover,
captive and engaged passengers.
section featuring information about
If your advertisment or story is placed the airline, and a travel and
on both Australian airlines – Rex and entertainment section, and a dedicated
Alliance – through the bi-monthly business magazine insert. In the case
magazine you can reach more than of Alliance magazine, we also cover
416,000 readers each issue. top international destinations.
These people (many of them travelling This unique magazine model (the
for business) are entertained during their only one of its kind in Australia)
journey thanks to the inflight magazines means that our clients can advertise
being the ONLY form of entertainment in either or both of the magazines, to
available. There is no Wi-Fi, nor screens, reach one or both audiences.
Media Kit 8
TrueBlue
OUR HEART IS IN THE COUNTRY
Get social with us
We have 52,000 followers on social media channels for
True Blue, Alliance, AusBiz, Truly Aus and Truly Aussie
Made so talk to us about including Facebook and
Instagram coverage in your package. These days, a
combination of print, online and social media coverage
for your brand is the best way to reach your intended
audience. We are in the unique position of not having any
other form of entertainment such as screens or Wi-Fi on
our aircraft, so print does work. However we know that
when our readers are back on the ground, they put the
magazine down and switch on their devices. We’ll ensure
that you have all bases covered.
@TRUEBLUe_MAG /TRUEBLUEMAG
Media Kit 9
TrueBlue OUR HEART IS IN THE COUNTRY
10,000
Our Truly Aus
newsletter reaches
more than 10,000
passengers every
fortnight.
Truly Aus EDM Newsletter
Our Truly Aus EDMs bring the best of Australia
to our 10,000 subscribed readers, whether
its breathtakingly beautiful coastal towns,
quintessentially country regions, or incredible
people. While many Truly Aus stories start their
lives in the inflight magazines for Airnorth,
Alliance or Rex airlines, we’re delighted
to bring them to readers online and in our
Truly Aus newsletter, showcasing the best of
regional, rural and outback Australia.
What does it cost to get involved?
Size 1 newsletter 3 newsletters 6 newsletters
Entire newsletter $5,000 $4,500 $4,000
Main featured story $2,500 $2,200 $2,000
Small featured story $1,000 $1,000 $1,000
Media Kit 10TrueBlue OUR HEART IS IN THE COUNTRY
Advertising Specs
Now to the technical side. If this is not your specialty, don’t hesitate to ask one of our friendly (and tech-savvy) staff how
to best advertise your product. We can also have our designer work on advertisements for you, or guide you through the
process, which can be daunting if its not something you have done before.
However, if this isn’t your first rodeo, please use these specifications when creating your advertisement, and then we can
check it out once you’ve sent it to us.
Full Bleed width 220mm
Full Bleed Height 283mm
Format Guide
Publication size: 273mm x 210mm
Bleed: 5mm all around
Type area: 250mm x 180mm
Note: We recommend all copy used
in your advertisement sits within these
dimensions to allow for best readability
and avoid being lost in the gutters of
the magazine.
File Type: High resolution, print-ready PDF
Resolution: 300dpi minimum at 100% size
Colour: CMYK only - RGB and Pantone colours will
be converted in-house to CMYK and may Ad Type Ad size Bleed size
cause unexpected colour variations. Double-page spread (DPS) 273mm H x 420mm W 283mm H x 430mm W
Full Page 273mm H x 210mm W 283mm H x 220mm W
Printer marks: Trim marks ONLY
Half Page Horizontal 123mm H x 183mm W n/a
Send ads to: design@publishingbychelle.com Half Page Vertical 253mm H x 89.5mm W n/a
Quarter Page 123mm H x 89.5mm W n/a
Supply: Artwork can be sent via email to:
design@publishingbychelle.com
Disclaimer
For more info contact: Whilst internal production processes may verify that material is within specification
the onus is firmly on the trade house to supply material within specification. It is also
Michelle Hespe
a requirement of our specifications that advertising material be delivered on time, so
E: publisher@publishingbychelle.com quality checking procedures can take place. Late material is liable to incur additional
T: 02 9953 0349 production costs. Fonts must be embedded and colours are to be CMYK only - any
Pantone colours present in the PDF will be converted to CMYK before publishing
and colour appearance may be different than expected. (We hold no responsibility
for colour accuracy if PDFs contain Pantone colours or are submitted as RGB).
Publishing ByChelle
3 Westleigh St, Publishing ByChelle reserves the right to refuse any material that does not meet the
Neutral Bay, NSW 2089 Publishing ByChelle specifications.
Media Kit 11TrueBlue OUR HEART IS IN THE COUNTRY
Directory Advertising
Introducing the Rex Directory, which is an affordable way for you to promote your business on every Rex flight. With more
than 60 ports, you can reach more than 500,000 passengers, who are sitting on the plane with no Wi-Fi, and no screens to
distract them. The inflight magazine, True Blue, is the only entertainment on Rex flights.
Outthere MEDIAKIT 2016/17
Con
Directory Directory
TrueBlue Experiences
Bamaga NPA
where we fly Doomadgee
Gununa
Burketown
Normanton
Cairns
futu
Townsville
TrueBlue
Mount Isa Hughenden
Julia Richmond
Creek
Winton
Boulia Longreach
Bedourie
Windorah
Birdsville
Quilpie Charleville
Brisbane
Wellcamp/
Coober Pedy Thargomindah Cunnamulla St George Toowoomba
Experiences
Lismore Ballina
(Byron Bay)
Grafton
Armidale
Broken Hill
Perth Taree
Ceduna
Whyalla Dubbo
Parkes Orange Newcastle
Mildura
Esperance Bathurst
Optus Sate
Griffith
Adelaide Wagga Sydney
Port Lincoln Narrandera/ Wagga
Albany Leeton
Albury
Moruya
Kingscote
(Kangaroo Island) Cooma
Merimbula
Mount Gambier Melbourne
to create c
Your directory of things to
King Island
Burnie
Metro Hotel Perth Absalom's Art Gallery Mounts Bay Waters connect yo
see and do across Australia. 61 CANNING HIGHWAY, SOUTH PERTH WA 6151 638 CHAPPLE STREET, BROKEN HILL, NSW Apartment Hotel
T 0416 504 169 E siosia@metrohg.com T 08 8087 5881 E jackab5@bigpond.com.au
112 MOUNTS BAY ROAD, PERTH 6000
www.metrohotels.com.au jackabsalom.com.au
T 08 9213 5333 E perth@mountsbay.com.au
www.mounts-bay.com.au
On the banks of the Swan River, Metro Hotel On your next visit to Broken Hill, Absalom's Art
Perth offers a variety of room types, the vast Gallery is a must. It has the finest collection Enjoy the comforts of home and the convenience
majority of which offer stunning views of the of outback paintings by Jack Absalom, of a hotel in self-contained 1, 2 and 3 bedroom
Perth skyline. Great value rates, friendly service, and features the largest opal display in the apartments, within walking distance to Elizabeth
free parking and free unlimited Wifi. Restaurant Southern Hemisphere. Hope to see you on Quay, Kings Park and Perth CBD. Book directly
and bar, room service, 24 hour reception. your next visit. Come in and say hello. with us to receive free parking and WiFi.
her *
/ra18
W15PJ3
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T 1800 681 141 NORTH ADELAIDE, SA. T 08 8331 5222 T 08 8645 1535 E sales@sundownercabinpark.com.au T 1300 788 378 E info@visitportlincoln.net.au
1 DINOSAUR DRIVE, EROMANGA, QLD 4480 PO BOX 265, CURRIE, TAS 7256 E enquiries@roofclimb.com.au roofclimb.com.au
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OCT/NOV 2018 15 16 TrueBlue Broadcast and Media
For more informatio
Advertising costs: 1 Issue 3 Issues 6 Issues
Listing name + tile directory advertisement Outthere MEDIAKIT 2016/17
$550 $500
Outthere MEDIAKIT 2016/17
$450
Connecting the Connecti
Directory
TrueBlue Experiences TrueBlue Experiences where we fly
Bamaga NPA Bamaga NPA
where we fly Gununa
Normanton
Cairns
Gununa
Normanton
Cairns
It’s really simple. This is all we need from you:
Burketown Burketown
Doomadgee Doomadgee
future of farmingfuture of
Townsville Townsville
Mount Isa Hughenden Mount Isa Hughenden
Julia Richmond Julia Richmond
Creek Creek
Winton Winton
Boulia Longreach Boulia Longreach
Bedourie Bedourie
Windorah Windorah
Birdsville Birdsville
• Your company name
Quilpie Charleville Quilpie Charleville
Brisbane Brisbane
Wellcamp/ Wellcamp/
Coober Pedy Thargomindah Cunnamulla St George Toowoomba Coober Pedy Thargomindah Cunnamulla St George Toowoomba
Lismore Ballina Lismore Ballina
(Byron Bay) (Byron Bay)
Grafton Grafton
Armidale Armidale
• Address
Broken Hill Broken Hill
Perth Taree Perth Taree
Ceduna Ceduna
Whyalla Dubbo Whyalla Dubbo
Parkes Orange Newcastle Parkes Orange Newcastle
Mildura Mildura
Esperance Bathurst Esperance Bathurst
Optus Satellite will work with you Optus Satellite will work w
Griffith Griffith
Adelaide Wagga Sydney Adelaide Wagga Sydney
Port Lincoln Narrandera/ Wagga Port Lincoln Narrandera/ Wagga
Albany Leeton Albany Leeton
Albury Albury
• Phone Number
Moruya Moruya
Kingscote Kingscote
(Kangaroo Island) Cooma (Kangaroo Island) Cooma
Merimbula Merimbula
Mount Gambier Melbourne Mount Gambier Melbourne
King Island
to create customised solutions to to create customised solut King Island
• Email Address
Burnie Burnie
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Mounts Hotel Perth
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T 1300 ADELAIDE,
788 378 SA. T 08 8331 5222
E info@visitportlincoln.net.au T 08 8645 1535 E sales@sundownercabinpark.com.au T 1300 788 378 E info@visitportlincoln.net.au
b.com.au roofclimb.com.au sundownercabinpark.com.au E enquiries@roofclimb.com.au roofclimb.com.au
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