Nine appoints Justine Cullen to lead Traveller expansion

Nine has appointed former InStyle and ELLE editor Justine Cullen as editorial and strategy director of Traveller as the publisher looks to expand the travel brand across digital, social, video, audio and events.

Cullen will lead Traveller's editorial vision and content strategy, with a remit spanning subscriber engagement, new audiences and commercial partnerships.

The appointment comes as Nine looks to evolve Traveller beyond its traditional publishing roots while building on its existing digital presence and biannual glossy magazine editions.

Cullen was previously editor-in-chief of InStyle Australia and chief creative officer at True North Media. She was also founding editor-in-chief of the Australian relaunch of ELLE.

Nine head of life, lifestyle, travel and culture Julia Naughton said Cullen would play a key role in the next phase of the brand's growth.

“Justine is a visionary editor and strategist who knows how to build culturally resonant media brands,” Naughton said.

“As we look to the next decade of growth, Justine’s expertise will be instrumental in ensuring Traveller remains the premier destination for travel inspiration, while broadening our reach across all platforms.”

Cullen said the shift towards experiences presented an opportunity to extend Traveller's relationship with audiences.

“Joining Traveller is an incredible opportunity to help shape the future of a brand that has unparalleled authority and expertise in the Australian travel space, right as the world shifts ever more towards an experience economy,” Cullen said.

“I’m excited to work with such a trusted team of journalists, and to use creativity and curiosity to deepen Traveller’s connection with existing and new audiences in different ways, across different platforms.”

Traveller has a combined audience of 1.9 million across digital, print and social platforms.

Cullen is based in Nine's Sydney newsroom and starts in the role immediately.