PLEIN AIR was an e-boutique and online publication
operating from 2023 to 2025 centered around getting
women outdoors in style, inspired by opportunities such as:
The stratospheric success of brands like Halfdays,
Yardsale, and Hikerkind.The prevalence of run clubs and gal-centric meetups
across the country proving a hunger for nature
experience IRL.Affiliate journalism and performance marketing were
peaking, with publications earning via whitelisting,
paid promotional posts, and high affiliate conversion
rates rewarding editorial perspectives.
PHOTO CREDIT (TENT) | THE GET OUT
First, PLEIN AIR needed to establish its voice:
elegant, warm, but almost irreverent.
Pithy headlines and striking UGC imagery.
Visually, you'd immediately understand the
aesthetic family of brands beneath it ranging
from girlhood to gorpcore.
Customers were likely high-income, even if
they didn't grow up jetting off to Aspen.
(For that targeting, read my annual Town & Country
coverage during gift guide season.) Readers may have
been comfortably settled into Denver, Jackson, and Honolulu,
sure, but also could be the ones moving to a "granola"
town for the first time. They have to bribe their group messages
to engage in any activities not involving asphalt or Aperol.
The outdoors didn't have to be all-or-nothing.
AD CREDIT | MADELEINE EITING
RESPONSIBILITIES
Help develop visual + verbal tone guidelines and create
pillar branding resources for contributors.Pitch brands and PR companies to build brand awareness.
Negotiate and leverage affiliate rates to optimize e-commerce article performance and increase shop traffic.
Recruit, onboard, and edit freelance contributors.
Write articles and produce ugc (user-generated content) for in-line imagery and accompanying social content.
Advise founder on best industry practices across publications in various stages of maturity to craft business growth plan, editorial calendar, and content strategy.
Ensure image and asset crediting and compliance, and optimize formatting and seo structure.
7 Ways to Tackle Helmet Hair for the Slopes
So Many “Regular” Brands Are Launching Base Layers for Skiing—But Are They Any Good?
Some Like It Hot: The Best Gifts for the Après-Ski Hot-Tubber
SAMPLE HEDS
“While your spring break activities might not immediately scream “convent,” you should consider staying in a converted one: the Hotel Peter & Paul, a stunning property located in the bohemian Marigny. Each sumptous room has modern touches like fine Italian linens, flat-screen TVs, and gorgeous communal gathering spaces. Because what’s more “Forgive me Father, for I have sinned” more than some good ol’ New Orleans revelry?”
WHERE TO STAY ON YOUR ADULT SPRING BREAK
photo credit | Hotel peter and paul
“PLEIN AIR, how dare you recommend something so obvious? Hear me out though—plenty of people don’t pack their own sunscreen, assuming they’ll be able to buy on the island; although that’s technically true, the SPF prices at beachside groceries target the tourists. Skip the Costco panic and bring your own.”
7 Items You’re Forgetting on Your Hawai’i Trip,
from Someone Who Lives There
SOME FAVORITE LINES
“This four-season boutique hotel property is a two-minute walk from a nearby diner, a four-minute drive from town, and only a click away from being your next OOO message.”
Meet Noble & Proper, the Dreamy Lodge in Big Bear, California Satisfying Our Moody Cabin Daydreams
photo credit | noble & proper
