(SEATTLE) – October 13, 2006 – PRIMEDIA, with its action sports magazine titles Bike, Canoe & Kayak, Climbing, Powder, Snowboarder, Surfer and Surfing, joined the global Adventure Travel Trade Association (ATTA) in a partnership to create new marketing opportunities for the adventure travel trade and to better serve the needs of adventure travelers.
“Adrenaline-generating activities remain at the heart of adventure travel for many globetrotters,” said ATTA President Shannon Stowell. “Growth in adventure activities such as snowboarding and surfing, which join more traditional outdoor pursuits such as climbing, mountain biking and paddlesports, makes this partnership key in helping our industry reach out to an audience pre-disposed to adventure, especially among a younger readership with increasing influence.”
Exchanges of services, advertising and promotional opportunities are at the crux of the partnership. Additionally, multiple consumer-facing initiatives resulting from the partnerships are expected to provide direct value to the global adventure travel industry and to travelers. Details of these initiatives will be released at a later date. Agreement specifics were not made available.
“Connecting the dots between the outdoor recreation and adventure travel markets is essential, and the ATTA and Primedia are gearing up to do just that,” said PRIMEDIA Group Publisher Al Crolius. “Travel is the DNA of our active readers across all the titles. Being where the action is, is what we write about and how we inspire greater participation. Partnering with the ATTA to promote these action sports will certainly help to grow all our businesses.”
The new agreements complement existing media relationships between the ATTA and National Geographic Adventure, Archaeology, Outside and Discover magazines. ATTA’s media partners provide its membership, comprised of tour operators, tourism boards, airlines, adventure travel agencies, media, service providers and other business vertical contributing to the adventure travel sector, with new opportunities to reach a combined paid print circulation readership total exceeding 2,000,000.
PRIMEDIA publishes over 200 special interest magazine worldwide. The Action Sports Group (ASG) reaches over 5 million active enthusiasts each month. Authenticity and credibility have made the ASG the leaders in all the major categories including the world’s most exciting photography and writers. Through the pages of ASG’s magazines, readers can experience the next best thing to actually being on the water or in the mountains. The Action Sport Group titles both inspire and motivate their readers to push the boundaries of their respective sports and spread their enthusiasm for adventure travel.
ABOUT THE ADVENTURE TRAVEL TRADE ASSOCIATION
The Seattle-based ATTA (www.adventuretravel.biz) is a strategic membership organization dedicated to raising the profile of adventure travel globally. Established in 1990, the ATTA provides services, knowledge, and connections that help its members succeed in their businesses and contribute to responsible industry growth. The Adventure Travel Trade Association also is host to the annual Adventure Travel World Summit (www.adventuretravelworldsummit.com).
Director, Adventure TravelNewsTM Editor
Adventure Travel Trade Association
Action Sports Group