Onboard Magazine Development – Expresso Embaixador

Situation
In the late 2000s, Expresso Embaixador operated long-distance ground transport routes across Southern Brazil, at a time when mobile internet and smartphones were not yet widely adopted. Passengers had limited access to digital entertainment, and extended journeys were often perceived as slow and monotonous.

Task
I identified a strategic opportunity to create a new customer experience and communication touchpoint that could add value to long journeys, enhance brand perception, and generate a financially sustainable editorial product without increasing operational costs.

Action
I conceived and proposed a custom in-transit editorial publication for passengers, defined the editorial concept and content structure, selected and managed a creative agency partner, structured an advertising-based revenue model, presented the business case to senior management, and managed end-to-end editorial production and media relations.

Results
The initiative resulted in the launch of the first in-transit magazine in the region, with 60,000 copies distributed across twelve editions, increased passenger engagement, strong regional media visibility, and reinforcement of the company’s innovative and customer-focused brand positioning.