VP of Brand Experience at Journal Group Sal Imposimato sat down with Olivia Squire, Senior Creative Executive for Beyond Luxury Media to talk about the importance of this new people-centric editorial platform.
It’s long been a topic of conversation that travel brands need to change up the game, offering travelers a reason to engage with whatever they are offering. For Sal and team, a lifestyle destination felt like the natural evolution from that need, and an opportunity to share the creative and cultural ecosystem in which Journal Group’s properties live.
Some highlights from the interview…
On the origin of Teller: Teller is short for ‘storyteller’ and without being too kitschy, because the brand Journal isn’t going to be so consumer facing we wanted to have a voice that brought together all the properties. This would be something more out in the front of the brand, talking about who we are and how we curate everything.
On what people should expect from Teller: I think when we first started looking at it we started saying it should be stories centered around art, music, lifestyle, culture: trying to put together editorial content that like-minded consumers would be interested in. There are some stories that are centred around the cities that the hotels are in, so if a new exhibit opens up they have something to represent that. And then interviews – we have two types, one longer form and one a little shorter form called In Bed With. The latter are centered around cooler, younger, Instagram influencers and the way they are travelling, and then we’ve started doing longer form interviews that are a little bit more substantial.
Read the full interview at Le Miami.