WestJet’s inflight magazine, up!, is all about travel. The sort that grips, excites, entertains and illuminates its readers about the world. Well, WestJet’s world anyway, which has prongs into 71 hubs in North America and the Caribbean. up! offers an outlet for compelling journalism that is ambitious, revelatory, inspirational—even transformative. Forty per cent of our readers are aged 35 to 54 years old, 48 per cent are 55 and older with a slight tilt towards females. On WestJet’s domestic routes, almost half its flyers are business travellers, 27 per cent earn between $80,000 and $120,000 annually and 23 per cent earn more than $120,000 a year.
What we’re looking for: Short, idea-rich editorial suggestions for our many departments and longer features (1,200-1,500 words) that reveal emerging trends—from cool architectural hotel designs to new surfer subcultures—to personal quests that were life-changing. up! is not a magazine about a chronological train journey or how to roll socks in a suitcase. Tell us something we’ve never heard before, in a way we’ve never seen before. We want copy that reflects the writer’s passion, engagement and ability to tell a fresh story, vividly, accurately and tightly. We like ideas, dialogue, convincing details and local intelligence.
Please note that all queries should focus on WestJet destinations (and areas within a three-hour driving distance).
Pitching for Print
We advise that you target your query letter towards a particular magazine section and city, but the editors have the final say as to where and when any commissioned work runs. The magazine consists of the following sections and departments.
Departments
Scene
A poetic narrative about a specific time, place, setting or moment that relates to an amazing landscape, cultural splendour or perennial regional event in a timely way.
(125 – 150 words/payment varies)
News
The latest travel, tourism and culture news and charticles from WestJet cities, in brief. Please consider sourcing an image to accompany your piece. Think openings, deals, regional products and services, travel trends, timely number crunching, etc. (50 – 250 words each/varies)
Fauna
A textbook-style profile of a specific, visible group or subculture in a WestJet city, treated as a field guide entry. A brief 75-word intro is followed by descriptive blurbs under 4 or 5 of the following headings: BEHAVIOUR, PHYSICAL TRAITS, DIET, SURVIVAL TECHNIQUES, BAITING STRATEGY. (175 – 200 words/$150)
Nightlife
A plugged-in local’s favourite spot to drink (and eat, if applicable) and be merry. The piece consists of an intro blurb which profiles both the bar and the plugged-in local (using quotes from the local about why they’ve chosen the place that they have), as well as descriptive quotes from the local under the following headings: DOOR, DRESS, DÉCOR, DRINK, DISH. (300 words/$250)
Details
An annotated, data-focused profile of a new and unique tourist attraction, aiming to explain the logistics behind constructing, designing or maintaining it. (125 word intro and four to six 75-word annotation blurbs/$250 and up)
Souvenirs
The best mementoes from and around a WestJet city. This section is not really gear reviews, but a themed selection of souvenirs (from a variety of local retailers) that speak to the spirit of a place. Each product blurb shouldn’t exceed 30-35 words plus have all contact info for each item. As well, there needs to be a short blurb under the heading “Shop Here,” which profiles a store, market or shopping opportunity that works well within the theme. (4 – 6 items; 35 words each, plus a 100 word intro explaining the theme and a 100 word “Shop Here”/$250)
Gear
The latest and greatest in travel goodies. The overall theme and product descriptions should be lumped into cohesive one- or two-sentence blurbs that discuss benefits, peculiarities, features, etc. Sources for acquiring items for a photo shoot must be provided by the writer (upon delivery of a draft). Please note that gear released in three months prior to press time will be most applicable. (5 – 7 items with prices and websites, 30 words each; 75 word intro/$300)
My Favourite Place
A column wherein a prominent personality waxes nostalgic about the best trip they’ve ever taken or the place they’ve been to. Priority should be given to experiences in WestJet cities. (150 – 200 word intro, 400 quoted words/$250)
Business Class
A brief and timely profile of an interesting business figure that offers insight into their industry and their successes. Preference will be given to tourist-oriented businesses. A standard sidebar aims to capture the person’s travelling and occupational essentials—clothing, gear, personal items, influential books, ubiquitous tools of the trade, etc—and will be used to provide the visual element of these pieces. Writers should be prepared to help arrange timing for a photo shoot as part of the assignment. (600 words, plus up to ten essential items explained in short, quoted blurbs/$500)
Q&A
A quick interview with a prominent person in a WestJet town or city. A 150- to 200-word intro is followed by about 5-10 questions and a short sidebar profiling the subject’s most recent achievement or artistic output. Candidates should be active in pop culture or provide a unique window into a topic of general public interest (artisans, artists, athletes, politicians, etc.), and the Q&A portion should include an element of travel culture or travel tips. (150 word intro, 750 – 800 word Q&A, 100 word sidebar/$500)
Good ’Hoods
Must-see neighbourhoods and streets in WestJet cities, no matter how obscure and out of the way. With a focus on history, community vibe, scenery and/or culture, the piece describes colourful characters, interesting architecture, free attractions, nightlife, restaurants and retail secrets. (450 words plus 15 business names, addresses/$400)
Day Tripper
A collection of great activities, attractions and untapped adventures within three-hours driving distance of a WestJet destination. The best pitches are creative and work in tandem with a dramatic or somewhat elaborate approach to art/layout, but also useful as an itinerary for someone on the ground with a copy of the story (the column will likely be accompanied by a map and photography). Focus should be “off the beaten path” whenever possible. (600 – 1,000 words/payment varies)
Eat + Drink
An exploration of hot regional cuisine, libations or tips on a great local restaurant(s) or food-related innovations. (400 – 800 words, plus sidebar/$350 and up)
Film or Music
A short review/quiz/game/charticle related to a timely album, performance or film/television production, or an artist/director who’s from, traveling through, working in or somehow connected to a WestJet destination. (150 – 250 words/payment varies)
Books
A short review of an innovative new publication which challenges readers to get out and follow in the author’s footsteps—as opposed to just sitting down and reading about the author’s experience. Snazzy guidebooks, creative landscape chronicles and quirky cultural profiles that relate specifically to WestJet destinations are preferred. (150 words/payment varies)
Hotels
A head-to-head comparison of a high-end ($200-plus) and a low-end hotel (under $200). The properties must be intriguing, news-making hotels, inns and guesthouses, and pieces should focus on their history, owners and inspiration. Independent, funky, boutique hotels will be given preference. There needs to be a significant difference in room price between the two properties compared. Also included is a sidebar of three other hotel properties in the same city as the previous two. Pricing is not needed, instead a brief description accompanied by its full contact information. (150 words each/$150 per review)
Value Guide
A four to five page department that looks at a destination through the lens of value. This service piece wraps around the 24 Hours for $24 double-page spread that relies on local intelligence (people on the ground) to deliver cheap eats and cultural activities that span 24 hours and never exceed the $24 budget. The department also includes a mini-events guide, other bargains and tips the writer ferrets out when there. ($600 – $800, depending on length)
Sights Unseen
This is a 600-word report on some aspect of the travel industry that holiday-makers don’t see at check-in. It might be a behind-the-scenes look at inflight food or the journey a piece of baggage endures when it’s lost for five days.
By the Seat of My Pants
If you can write a witty or jaw-droppingly funny first-person travel tale, up! wants to hear from you. Sweep, colour, drama, scene, conflict and a distinctive voice is key for this section. Your piece should leave readers grinning; they should feel privileged to have read your work. (600-700 words, $600)
Family Matters
This 700-word feature targets families—from those with toddlers to teens. Family-friendly adventures, round-ups, trends and issues that impact families-on-the-go are all fair game. ($450 and up)
Features
We are always on the hunt for compelling storytelling that offers a narrative arc, conflict, people and a strong sense of place.
* 1,500 word features. We love stories that have heroes, resolution and drama. Those writers with distinctive voices, style and literary flair will find a home here for their longer features. Sidebars, maps, and a service DIY section typically complete these features.
* A 1,200-word profile piece on trends, personalities and newsmakers in WestJet’s travel world.
* A 1,000-word soft adventure and active travel piece.
Features also include a “Do It Yourself” sidebar, a list of businesses that would serve useful for a reader undertaking the same adventure as the feature. Full contact info is required (address, phone number, website) as well as a very brief description about each listing.
Story Pitch Requirements
All story ideas should be submitted by emailed query letter and should contain:
* No more than a one-page query letter outlining the story idea, including its angle, direction, elements and length
* The availability of photographs or other artwork to illustrate the story
* All contact information, including phone number and email address
* A full or partial manuscript or detailed pitch outline
* A list of where the writer has been previously published, including examples of the published work
If including a full or partial manuscript with your email submission, please enclose it as a Word document attached to the message. Unsolicited material will not be sent back without a self-addressed, stamped envelope or international postal coupon. Contributors need to inform up! whether or not your submission has been previously published or is scheduled to be. Contributors must also inform up! about any flights, accommodations, meals, etc. that were given free of charge as part of a familiarization or press trip. Writers submitting story ideas should be aware that up! may have already assigned a similar story.
Assignment
Upon getting story approval from your assigning editor, you will be sent an editorial brief, outlining the story’s angle, possible points in the story, word count, agreed payment, draft due date, purchase order number and allowed expenses (if applicable). Also at this point, you are given an assignment contract, which mirrors the same information in the editorial brief. You must fill, sign and fax or scan and email back a copy of this contract to your editor and the managing editor (adam@upmagazine.com).
Approved Stories
All approved story drafts must be typed and emailed in a Word document to your assigning editor.
Invoices
Please send a completed invoice in a Word document, citing the same PO# as your assignment brief, to the managing editor.
Editing
Writers should be aware that rewrites are part of the assignment and should be prepared for such requests from the editors. Writers should try to provide possible headlines and decks with their story.
Fact-checking and Sources
Before a story is submitted, the writer must verify the spelling of all proper names, place names, foreign spellings (with accents) and addresses. Every story must be submitted with source documents or web links, contact names and phone numbers or email addresses so that up! may fact-check the story. Writers must be prepared to verify and re-check all facts questioned by the editors. Any information that cannot be verified will not be published.
Expenses
up! magazine will not cover any expenses other than those outlined in the contributor contract. Writers should let editors know of any expenses, meals, gifts or trips offered for free or at a discounted rate by tourism boards or businesses while researching the story. This should be done prior to the assignment if possible.
Publication
Page counts change and events get cancelled. Any assigned story may be held over for one or more issues. In this event, the writer will be told in advance. up! magazine reserves the right to not publish an article. Terms of stories bought and published in up! are first North American publication rights to the material exclusive for 60 days from the publication date of the material you submitted to up! magazine. After that, it will be non-exclusive. You also grant up! magazine a worldwide, transferable license in perpetuity to copy, distribute, display, publicly perform, syndicate and create derivative works of the material in any other medium or forum, now or hereafter invented, including transmission and display of the material by any electronic means.
Rights and copyright
You grant RedPoint Media/up! magazine first North American publication rights to the Material exclusive for 60 days from the publication date of the Material. After that, it will be non-exclusive. You also grant RedPoint Media/up! magazine a worldwide, transferable license in perpetuity to copy, distribute, display, publicly perform, syndicate and create derivative works of the Material in any other medium or forum, now or hereafter invented, including storage, transmission and display of the Material by any electronic means, publicly or privately.
More information here.
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