Guiding a print-centric brand toward a multi-platform future.
Time Period
2010–2015
Background
Peter J. Frank worked on the editorial team of Travel + Leisure twice, first as Senior Editor (2000-2003) and later as Director of Editorial Product Development (2010-2015). In the latter role, Frank was charged with leveraging T+L's print industry leadership into a multi-platform presence, encompassing print, digital, social, mobile and tablet editions.
Process
In 2010, Frank sensed an opportunity for T+L in social media: With so much conversation about travel taking place on Facebook and Twitter, T+L deserved a greater share of that audience. Frank formulated and directed a comprehensive social media strategy, with three goals: establishing T+L as a thought leader on social media, driving traffic to the site, and engaging directly with travelers on the various platforms themselves. Tactics included frequent posting of high-quality content on multiple platforms (including Facebook, Twitter, Instagram and Pinterest); soliciting and reusing crowdsourced images; and creating interactive events such as chats and takeovers.
Frank also launched the magazine’s award-winning tablet edition and worked closely with the digital team on various successful initiatives for travelandleisure.com.
Frank played a leadership role in a 2012 redesign of the print edition of Travel + Leisure, adding new sections, incorporating crowdsourced content, and rethinking design and book architecture for greater visual impact. He worked closely with T+L’s sales and marketing teams to develop integrated content programs for clients including BMW, Lenscrafters, Emirates, Westin and Chase, tying together elements of print, online, social media and live events.
Results
Under Frank's leadership, Travel + Leisure’s total social following grew from approximately 200,000 to more than 4 million over a four-year period. Social referrals to travelandleisure.com accounted for around 25% of total traffic, up from 5%. T+L’s weekly live Twitter chats reached an average of 2.2 million users. Travel + Leisure won several industry awards for its efforts in print, digital and social media and remains the recognized leader in the travel category.