Publisher Spotlight: Re-discovering the Outdoors with We Are Explorers
Meet Tim Ashelford from We Are Explorers
We chatted with Tim, Managing Director at We Are Explorers, about their innovative formats, upcoming projects, becoming a B Corp, and their commitment to authentic outdoor content for all types of explorers.
Tim’s journey with We Are Explorers began seven years ago as a small start-up of two. Since then, he has been instrumental in shaping its vision through ethical storytelling and deep community engagement.
Tim: “The mission of getting everyone outdoors and inspiring them to care about nature came out of what we were already doing, going outdoors, talking to people and seeing that gap in the market.”
Their success as Australia’s leading adventure lifestyle media brand with 350,000 unique monthly site users stems from their approach to adventure and travel content, coupled with a robust network of over 400 outdoor-loving contributors from all over Australia, who bring authenticity and diversity to the brand.
Tim: “One of our biggest USPs is how beginner-friendly we are. We believe the outdoors is for everyone, and our content reflects that. While some outdoor content can be seen as elitist, we strive to make ours inclusive and accessible.”
Ever nimble, WAE has embraced many different digital formats and tools to build engagement with their vibrant community.
Tim: “One of the significant changes we’ve seen is the rise of short-form video content like reels. It has become a crucial format for us, allowing us to show adventures in a more engaging and authentic way. Additionally, our content hubs, especially for destinations, provide comprehensive information that our audience finds invaluable. We also integrate interactive maps to help our readers plan their trips more efficiently”.
First-person video content has been a key format in building audience connections, storytelling and showing authenticity. There are four key things brands should consider as best practices for video content: personal, engaging, useful and specific.
Tim: “We’ve found that user-generated content (UGC) with a personal touch resonates best with our audience. It’s essential to have a driving personality who can tell a story through the video. The content needs to be useful and specific, often resembling a list article in video form, which our audience appreciates for its practicality.”
As interactive content advances, We Are Explorers plans to continue to harness technology and data to deliver highly personalised trip-planning tools to their audiences.
The introduction of new tools, like their Event Calendar for community events and the Base Camp Accommodation Tool, are set to provide highly relevant, tailored recommendations to align with their reader’s interests as they plan their next adventure.
With a steadfast focus on sustainability and audience engagement, We Are Explorers carefully forges partnerships that align with their brand values to deliver maximum impact. This selective approach has earned them trust from both audiences and brands, solidifying their reputation as a respected publisher.
Tim: “Sustainability is at the heart of what we do. Becoming a B Corp was a significant step in holding ourselves accountable and our commitment to our. Weconstantly discuss the ethical implications of the clients we work with and the messages we promote. Our is very savvy and expects authenticity, which drives us to maintain high standards in our content and operations.”
To dive deeper into the world of We Are Explorers and stay up to date with their latest adventures and innovations, visit their website here.
About this series:
Learn more about the stories behind the content you enjoy. This Publisher Spotlight Series offers exclusive insights from the publishers on the Avid Collective Network. Through candid interviews, we explore the challenges, triumphs and unique strategies that have shaped these publishers. From industry trends to actionable advice for advertisers, this is your go-to resource for understanding the world of content creation and distribution.