AA Directions
AA Directions is the largest circulating magazine in New Zealand, published four times annually, twice in print and twice digitally. AA Directions showcases expert knowledge of travel, motoring, lifestyle and advocacy issues. It’s a publication boasting a huge amount of value, but it needed an exceptional standard of design flair to match.
SCG’s best design brains came on board to bring cleanliness and readability to the magazine while upping the energy. It’s work that requires an impressive level of collaboration with AA’s in-house editorial staff, matching tone and content with look and feel. It’s such a tight-knit group working together, the AA’s editor refers to everyone as ‘one team’.
AA look to us to deliver exceptional art direction, design, styling and publishing services – all while working within the parameters of their brand and always being available to bounce ideas around.
We’ve taken AA streets ahead in design, and together we’re reaping the benefits. In the first year of working with the team, AA Directions editor Kath Webster said they had a readership increase of 11.5% right off the bat of the redesign. It continues to be the most read magazine across the country according to Nielson.
Current readership for the printed AA Directions magazine is 769,000 (source Nielsen CMI Q3 2023 – Q2 2024) and circulation is 668,7312.
SERVICES
- Publishing
- Editorial and content collaboration
- Art direction
- Cover concept and execution
- Design
CHANNELS
- Publishing
- Editorial and content collaboration
- Art direction
- Cover concept and execution
- Design