Equestrio China Brings the Sport of Kings to China

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Equestrio China, a bi-monthly high-end luxury title from Swiss Media Group, is the fifth in the Equestrio stable of titles that now expands to five magazines in five countries in five languages on three continents. Launched in Switzerland in 2003, Equestrio broke new ground in the previously predictable equestrian publishing genre with a mix of high quality international coverage supported by immaculate photography.

The world's most prestigious equestrian and lifestyle magazine launches in China on 8th August.

Equestrio China, a bi-monthly high-end luxury title from Swiss Media Group, is the fifth in the Equestrio stable of titles that now expands to five magazines in five countries in five languages on three continents. Launched in Switzerland in 2003, Equestrio broke new ground in the previously predictable equestrian publishing genre with a mix of high quality international coverage supported by immaculate photography.

Luxury brands and private banks were quick to see the opportunity presented by a publication that is read, and collected by, an elite demographic. Launches in Dubai, France and Italy followed the parent magazine's emergence on the market and China marks the title's entrance into Asia.

As well as reports from the most exclusive racing and polo events, Equestrio features art, fine art photography, travel and luxury lifestyle. "It's a luxury title combining class and substance with unique authority on the equestrian world", says Publisher and Managing Director, Gerard Belicha.

Equestrio is noted for its impressive reach and its content reflects the magazine's readership. HRH Princess Haya Bint Al Hussein, President of the FEI and Wife of HH Sheikh Mohammed bin Rashid Al Maktoum, Ruler of Dubai, chose Equestrio when she spoke to the media; HH Sheikh Ammar bin Humaid Al Nuaimi, Crown Prince of Ajman, did likewise and so did Adolfo Cambiaso, the world's best polo player.

"We place great emphasis on providing the quality of content that our readers, who are people accustomed to the best, expect", Belicha explains. "We also ensure that our clients benefit from privileged exposure, by limiting and selecting the advertisements featured in Equestrio China. As one of my clients said, 'It is nice to finally see a magazine you can actually read!'"

"Equestrio's content has always been international in the extreme", says Lucy Monro, Swiss Media Group's Editor in Chief. "Our various editions already enjoy a readership in China and Hong Kong and, with the development of equestrian sport in the region and Hong Kong being the host venue for the equestrian events at Beijing 2008, there is no better time for us to enter the market here."

Produced by an expert team immersed in the worlds upon which it reports, Equestrio speaks with an authority previously only found in a very few, less glossy, specific equestrian titles. Lucy Monro is an ex-three-day event rider and a British riding instructor with two decades of media experience; broadcast and print. Her team is made up of writers and photographers who are, almost without exception, professional horsemen and women as well as journalists.

"From the outset Equestrio found its own niche", Lucy says. "It's both informed and glamorous and I think that is key to our success. We have developed a reputation for getting to places and events that most titles do not reach! We've reported in full-colour from some of the most remote polo locations on the planet, such as the Baroghil Festival on the Pakistan/Afghan border where yak polo is the order of the day; the Shandur Pass in the Hindu Kush; the jungle airstrip that doubles as a polo field for the World Elephant Polo Championships in Nepal and ridden across the Maasai Mara with the annual wildebeest migration."

With an established international readership it is not surprising that Equestrio China has provoked considerable interest in China. "Many of our existing international clients are supporting the new title", says Gerard Belicha, "and we are enjoying a phenomenal response from this new market."

Equestrio China will be published in Hong Kong in English and simplified Chinese and distributed throughout Hong Kong, Macau and mainland China. It will be available on newsstands, by subscription and in selected exclusive clubs, hotels, airlines and lounges, private jet charters and at top-level equestrian events.

Note to editors:
Founded by Swiss entrepreneurs Michael Lahyani and Leonard Cohen, Swiss Media Group's portfolio includes an impressive list of luxury titles in Europe and the Middle East. Headquartered in Dubai, in the United Arab Emirates, and Geneva, Switzerland, the group publishes high-end equestrian, lifestyle, horology and wedding titles as well as real estate web portals.

For more information contact:
Gerard Belicha: gerard @ swissmg.com
or
Lucy Monro: lucy @ swissmg.com

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