Time Out appoints one green bean

Following a competitive pitch, Time Out Australia has appointed Havas' creative communications agency one green bean (ogb) to support its trade PR, influencer collaborations, and social media efforts as the publisher pushes its national reach.

The move follows Time Out's March announcement of plans to broaden coverage across Australia, aiming to cater to a national audience by providing localised content covering activities, attractions, dining options, and travel insights.

To bolster the brand's expansion efforts, ogb is set to launch a consumer brand-awareness campaign, including the introduction of Time Out's Cult(ure) Club influencer program – a group of local tastemakers representing various niches such as creativity, gastronomy, and music, including band The Jungle Giants.

Additionally, ogb will spearhead a user generated content (UGC) social campaign, inviting Australians to show off the country's offerings, with the chance to win a sponsored holiday worth $10,000 courtesy of Northern Territory Tourism.

Kaylie Smith, who was named the publication's managing director in October last year, said Time Out Australia was looking forward to working with ogb on a fun and impactful campaign to support the brand's national launch.

“People come to Time Out when they want to have a great time out: whether they are looking for a unique restaurant, an exciting day away from the city or the latest not-to-be-missed exhibition – our curated content about the best things to do, see, eat and drink is trusted and we’re excited to now also offer this inspiration across the entire country and provide our advertising clients with new opportunities," Smith said.
 
See also: Kaylie Smith named managing director of Time Out Media APAC

Laura Byrne, head of content at ogb, added: "Time Out is known all over the world for being an in-the-know guide for locals and travellers alike, so we’re thrilled to be on board to help expand the brand nationally in Australia.

"Our sector experience across travel and lifestyle, together with our Gen Z audience expertise puts us in good stead to deliver this integrated launch campaign which we’re excited for everyone to see."

Time Out has had a presence in Sydney and Melbourne since 2007, and said it will maintain its prominence in these cities while expanding its influence nationwide. The overarching goal, according to the publisher, is to be known as a leading authority on cultural, culinary, and travel experiences, catering to both locals and tourists.

Central to the national rollout strategy of Time Out Australia is a surge in digital and video content across the website and social media channels, curated by the publication's local journalists.

Wotif, a prominent Australian travel platform, has been secured as a launch sponsor. A new campaign will also drive awareness of Time Out Australia's expanded national coverage.

Smith told Mediaweek of the Cult(ure) Club: “These are all engaging and inspirational individuals who will delve into their local scenes to take Time Out’s audience on a journey to their hidden gems across Australia.”