Micaela George is the founder and editor-in-chief of Luna + Honey, a new publication dedicated exclusively to destination weddings and honeymoons. The magazine takes form separately in digital and print, and aims to inspire Australian couples with stories of those going further afield to tie the knot. Established in September 2016, Luna + Honey profiles matrimonial escapes ranging from an exotic tropical island to the rustic countryside. Its content verticals span seven categories including real weddings, real honeymoons, destinations, vendor profiles, fashion, beauty and inspiration.
George most recently worked as a group editor at Next Media, with editorial responsibility and oversight for its Girl Power, Little Angel, Shape Australia and Shopkins magazines. She left the role to launch her newest venture, after realising this style of wedding and honeymoon was growing rapidly amongst consumers.
Since commencing her career in print publishing in 2003 at Dolly magazine, George has gone on to edit tween and children’s titles such as eBay Life magazine, Little Angel, Thomas & Friends and The Wiggles, as well as contributing freelance projects across travel, beauty, fashion and lifestyle outlets.
“I loved working on children’s and tween titles and was lucky enough to do so for a number of years. However the real reason for creating Luna + Honey is because it combines two of my favourite things weddings and travel,” George told Influencing.
“Over the years I have spoken to numerous people who are thrilled about planning their perfect wedding day and the special celebration of a honeymoon that comes after. Often this is one of the biggest and most special vacations a couple will take for some time, and a lot of thought and often money usually goes into making it special,” she said.
“However there seemed to be a lack of content available to help couples choosing to have a destination wedding and that’s how Luna + Honey came to be. We see it as a resource to assist couples in planning their destination wedding and honeymoon as we know it can be very daunting to plan a wedding in a location where you don’t live.”
George explained that the content of the magazine will focus on making it easier for the couples to decide how they will go about their own planning, with a number of destination features, wedding venues and fashion highlighted every issue.
“The number one thing for us is showcasing real weddings and real honeymoons. Readers want to hear from other couples how easy or difficult a particular location was to have their wedding, and learn from the experience,” she said.
“The print edition will not focus much on products as we feel this will date the magazine quickly, and we see the print magazine as a timeless resource that can be kept or passed on to friends and family members when they are planning their wedding or honeymoon.
Luna + Honey will be monetized through the purchase of advertising space from targeted brands and companies, with George adding that Luna + Honey is looking to work closely with PR professionals for story opportunities, and particularly for travel information.
“Travel PR’s help us a great deal. The site and digital magazine features products more heavily than in the print edition, and we work closely with lifestyle brands too. We always love to hear from PR professionals,” she said.
George will be kept busy over the next few months with attending and featuring a destination wedding on the island of Coron in the Philippines, as well as preparing for Issue 2 of the print magazine.
“For Luna + Honey we are really excited to see how we go with Issue 1. Later in the year the first digital edition will be released. Personally, I am planning my own destination wedding and my partner and I are expecting our first child in August. So it’s going to be a huge year!”
“Luna + Honey is the ultimate resource for couples planning a destination wedding and honeymoon, and even if you’re not planning a destination wedding the magazine is filled with lots of beautiful wedding inspiration and advice that we are positive you’ll love it too.”
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