Sydney | Published on 12th November 2014 at 10:36

Qantas in partnership with Sound Alliance has today launched AWOL, the ‘mobile first’ youth travel title aimed at inspiring 18 to 35 year old Australians to travel the world.

AWOL will assemble some of Australia and the world’s leading young writers to create daily travel news, features and destination guides that combine photography, video and in-depth travel journalism to showcase unique places in Australia and around the world.

AWOL will publish more than 1500 pieces of original content each year themed on music, travel and experiences.

Using its experience and success in the creation of original content in Australia, Sound Alliance Native Studio division will manage the title on behalf of Qantas, from conception to creation, distribution, amplification and measurement of every piece of content.

“We know from our research that young Australians love to travel and are always on the go. The stories and content that we create will be delivered directly through the Facebook news feed to their mobile phones,” said Sound Alliance CEO, Neil Ackland.

“It’s exciting to be partnering with a brand like Qantas who have clearly identified how creating custom content can reach young people in the most engaging and bold way possible.”

Qantas Group Executive Brand, Marketing and Corporate Affairs Olivia Wirth said Qantas was looking forward to be working with Australia’s leading youth content publisher to encourage more young people to travel Australia and the world.

“Sound Alliance are experts in the youth segment and we are really pleased to partner with them to create a platform that inspires more young people to head out and explore the world,” she said.

“AWOL will showcase the many destinations Qantas flies to and will give young Aussies up to date information to help plan their travel from overseas music festivals to top new places to eat and visit that are off the beaten track.”

Sound Alliance was recently named the Publisher of the Year at the 2014 Festival of Branded Entertainment in recognition of their pioneering native advertising work, and their title Junkee the Media Brand of the Year at the 2014 Mumbrella Awards.

About Qantas

Founded in regional Queensland in 1920 – as the Queensland and Northern Territory Aerial Service – Qantas is one of Australia’s most iconic brands and has played a central role in the development of the Australian and international aviation industry.

Today the Qantas Group is a diverse global aviation business, comprising Qantas Domestic, Qantas International, the Jetstar low-cost carrier group and Qantas Loyalty.

In total, the Qantas Group operates more than 7,300 flights each week and, together with its codeshare and oneworld partners, offers flights to more than 1000 destinations around the world.

Qantas is ranked the world’s safest airline by, one of the top 10 airlines in the world by Skytrax, and holds many major awards for service, food and wine, technology and innovation.

The Qantas Group carries 47 million passengers each year and employs more than 30,000 people.

About Sound Alliance

Sound Alliance is Australia’s leading youth publishing company and a pioneer of native advertising in Australia. The Sydney-based business owns and operates FasterLouder, inthemix, Same Same, Mess+Noise, Junkee and travel title AWOL, in partnership with Qantas.  Together, these titles have a combined monthly UB audience of more than 1.5 million and offer brands a gateway to 18-35 year old Australians.