Influx

The world of travel magazines has 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.

Over the course of three days, attendees will meet and engage with fascinating Egyptians, perhaps a young leader of the revolution, a famed Egyptologist, an innovative architect, a hot new chef, innovative artists and designers, an inspirational religious leader, and other influential members of Egypt’s colorful communities– the real people of Egypt who are affecting change in their country. We will have the chance to learn from and interact with locals we would never get to meet otherwise, enabling us to come away with a deep understanding of what is going on in Egypt today.”

Without a brand video, brand manifesto or any other marketing tool, the AFAR brand has through an action, explained to everyone exactly what it’s about and where it stands.

Sometimes brands need to do more and talk less.

Image from Al Jazzera- Creative Commons hub