In the recent year, popular magazine group Condé Nast hired a new editor and publisher for it’s Condé Nast Traveler magazine. With new key employees, comes new direction, and recent news suggests that their most recent advertising campaign cost them upwards of $1.5 million. So why the big spending? And what does this ad campaign even entail? Well, we all know one thing to be true… and that is, SEX SELLS. Condé Nast Traveler is pushing the “sex” envelope, by corresponding travel and sex appeal, in the attempts to appeal to young jet setters. Along with this effort, Condé Nast Traveler plans to participate in an international film festival, to carry on with the campaign.

Condé Nast is not the only magazine group to make ties with the entertainment industry, notable magazine Vanity Fair is closely linked to the Academy Awards and Tribeca Film Festival in New York. It is evident that the entertainment industry has helped to increase the success of such magazine groups.

The theme of the new campaign carries the slogan, “I am a Traveler” and “Every Journey Begins Here”… the theme will be represented by different figures in various fields such as: fashion, food, design, and the arts. Hence their motivation to make ties with the entertainment industry. Bill Wackermann the new publisher of Traveler, hopes to connect with the audience from not just one viewpoint, and rather from various unique perspectives. This strategy derives from his notion that there are various “experts” in traveling, and not just one. There are designers, tastemakers, curators, and chefs, who are looking to travel, and these various perspectives all require their individual attention.

Part of the campaign will feature 24 “tastemakers” who will each record a 3-5 minute video over 24 hours at the international film festival. These 24 “tastemakers” will include such names as: Nicholaz Kunz (fashion designer), Anna Menke (photographer), Seamus Mullen (chef), and Miles Redd (interior designer). The campaign will be featured in not only print and online media, but it will be reinforced at the film festival with reputable names to back the effort.