Holiday Asia had a Hong Kong ABC audit of about 40,000 readers per issue when it ceased publication in January, and Asia City advertising and marketing director, Michelle Fong, said the redesign would aim to build on that figure.
"We will likely conduct some research first, but our aim at this time is to improve and repackage the information to make it fun and entertaining as well as informative. In a sentence, we want to make a great magazine even better,
Fong said.
Holiday Asia was previously published 10 times a year, however, Fong said that in order to strengthen its value to readers, the title would likely be relaunched as a monthly.
The newly-acquired title offers a broad range of synergies with Asia City's existing stable of magazines, including the readership target - affluent Asian residents with high disposable incomes who enjoy an international lifestyle. Said group advertising director, Jane Bay: "With Holiday Asia, we will be able to offer flexible and more creative advertising packages to help our advertisers target travellers who want to make the best of their leisure time."
