Group Nine-owned lifestyle publisher Thrillist has made the jump to Snapchat Discover to launch a new channel focusing on world travel.
The move marks not only Thrillist’s first Snapchat channel, but also the platform’s first always-on travel channel.
Thrillist is a New York-based online media company focused on food, drink, travel and entertainment.
The new Discover channel features content from Thrillist, along with interactive games, travel tips and deals, and targets Snapchat’s core Gen Z and Millennial demographics. A new, dedicated Snapchat team within Thrillist will post content Wednesday through Sunday every week.
“Today’s launch on Snapchat affords us a great opportunity to directly engage with younger audiences — specifically Gen Z. The team will be creating original for Snapchat content in addition to leveraging our vast troves of existing editorial content,” Thrillist president Ocean MacAdams told realscreen. “As with any new platform launch, we ensure that our content feels native to the platform, uses a voice that remains true to our brand and ultimately is able to authentically connect to the platform’s audience.”
The new channel comes just a few months after Snapchat’s major redesign, which first started rolling out in January. Content from professional publishers like Thrillist now appears in a feed separate from posts from friends, in a bid to simplify the platform.
Updated at 1 p.m.