Canadian Magazine Industry News
29 September 2011,     MONTREAL
enRoute relaunch focuses on travel
Air Canada's enRoute magazine relaunches October with a revamped look and tightened focus on travel content.

Raymond Girard, President, Content at custom publisher Spafax said the redesign was a chance to take advantage of the inherent benefits of print over online media. "We like to think that we're creating something sumptuous. You can't luxuriate with the web the way you can with print, and I think that's really going to stand out with enRoute," he said. "We felt it was time to really rethink what the in-flight magazine should be."

Cover of enRoute's October relaunch issue
Cover of enRoute's October relaunch issue

The changes in look and focus were spearheaded by Editor-in-Chief Ilana Weitzman. "There's a lot of exciting things on the way for Air Canada and we always like to look towards the future," Weitzman said. "The new Boeing Dreamliner is going to be huge, quite literally, when it becomes part of the fleet and so, in a way, we were thinking, 'What's the magazine that's going to ride on that plane?' Because that is going to be a whole new travel experience," she said.

EnRoute's new aesthetic reflects its content by invoking travel imagery such as luggage tags on the front cover and globe icons in the interior. The magazine is slimmer in size by 1/8th of an inch but the removal of its signature white cover frame means cover images will be larger than before. The logo remains the same.

Each issue will contain a new flight planner infographic that links destinations covered that month and shows travel plans and flight times.

The new enRoute is available October 1.
— Jef Catapang
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