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Luxury content brand Tatler Asia shifts content direction to include ‘topics with purpose’

Hong Kong – Recognizing that people’s needs and behaviors are changing globally, Tatler Asia, the renowned luxury lifestyle media and publisher of the iconic Tatler magazines, is reinventing itself to deliver more values-driven content. 

According to Tatler’s CEO, Michel Lamunière, over the last five years, they have witnessed first-hand a shift in people’s outlook on media and lifestyle preferences.

With this in mind, Tatler had initiated a 2000-respondent survey of luxury consumers, and on response, will now be putting more focus on topics with purpose, such as female empowerment, sustainability, equality, and LGBTQ, philanthropy, and entrepreneurship.

True to its trademark, Tatler will continue engaging with influential consumers, business leaders, creatives, and personalities, who are shaping Asia’s future, but will now increase its younger audience base to reach the region’s mass affluent, appealing to individuals from a greater cross-section of communities, industries, and walks of life.

Lamunière said, “As a legacy brand, it is our role to redefine media for the future, introduce new initiatives and lead conversations that matter.”

The recent survey also confirmed Tatler’s approach to adding new channels across multiple platforms with alternative business models that go beyond print and digital media. New initiatives are being rolled out in markets, with some piloted and launched, and others set to be introduced by the end of 2022.

Tatler said that one of the most successful spin-offs is its feature Tatler Dining, which is particularly relevant since dining consistently ranks among the top hobbies across demographics, incomes, and regions. Its initiatives include Tatler Dining Kitchen, a culinary hub for food lovers to experience unique off-menu dining, and exclusive collaborations, while The Tatler Bar is a curated online and offline platform designed for the drink connoisseur. 

Within the festival space, OffMenu is an event that mixes local and international F&B trailblazers, chefs, and mixologists, with eclectic entertainment. Outside of F&B, Tatler is also introducing wellness events in collaboration with fitness brands and experts through the sub-brand Tatler Roots.

In addition, Tatler has recently introduced branded VIP venues such as Tatler House, where intimate luxury gatherings, dinners, roundtables, and product activations, among others, take place. It also provides an exclusive ‘second home’ for the group’s community to come together and experience the Tatler brand in real life. Tatler House is located in Hong Kong, Beijing, Singapore, and Malaysia, with more to open across the region in the coming year. 

Meanwhile, diversifying into e-commerce, Tatler Unlisted offers exclusive time-limited products and experiences for Tatler audiences, and the brand is also exploring rewards programs following the launch of UnitedWeDine last year, which was curated to support the F&B industry in Hong Kong.

Lamunière noted, “Our ultimate goal is to empower Asia’s most influential and affluent communities to live their best life and make a positive impact on the world.”

In September this year, Tatler has also launched its new website – a global platform that provides each location personalized content. It is designed to increase engagement with millennials and Gen Z audiences, featuring interactive and dynamic elements.