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Advantage Travel

Title: Travel Bug
Target: 70,000 customers
Key aim: Redesign and provide member satisfaction
Pagination and frequency: 28 pages, B2C quarterly
Format: Saddle-stitched A5 magazine

Advantage's testimonial

Advantage operates in an extremely competitive and fast-moving travel market: online start-ups, discount airlines, self-packaged holidays and direct distribution channels have all helped to create one of the most dynamic business sectors in the UK.

Advantage had an existing magazine which was sent out to customers via travel centres. However this magazine was not received well by the travel operators who took page space or by the readers.

There were essentially three audiences, the travel operators who took page space, the travel agents/members who sent the magazines out to customers and finally the customers themselves.
Ultimately if the customers were happy the other two would follow.

The goals were to:

Raise awareness of Advantage Travel Centres and the brand amongst customers
Call readers to action by pushing them to book holidays with Advantage Travel Centres
Help the company to build stronger relationships with its partners via a strong customer product and customer satisfaction
Promote a professional and knowledgeable image for Advantage Travel Centres

Download a sample page (PDF) from this magazine

Atom researched the existing magazine to gauge response through a series of telephone interviews with both travel operators and travel agents. Overall the magazine was felt to resemble an information booklet rather than a magazine and feedback to the recently re-designed Insider (produced by Atom) was very positive in comparison. There was a call for a more simple, better design which was more customer led.

Atom went on to generate a new name and overall design for the publication – keeping the size the same due to postage restrictions for the travel agents.

The magazine was given a more editorial rather than advertorial feel while still retaining the essential pages for travel operators to showcase their latest offers and holidays.

We have interviewed leading and inspirational figures in the travel industry, such as; Maureen Wheeler, founder of Lonely Planet; Simon Calder, presenter of BBC’s Departure Lounge and Holiday programmes; and Ellen MacArthur, record-breaking yachtswoman, and sourced offers such as spa breaks, beauty products, designer luggage and specialist travel books.

General feedback from telephone research 2006

"I enjoy Travel Bug as it’s very different to the standard travel magazines that are available. I like its independent spirit – it really opens your mind to different holidays that are out there. More than anything, I feel that the holidays featured are ‘in my league’ and realistic to me."
Mr Pickles, Bradford

"Travel Bug’s a great, handy-sized little magazine. It gives you a great general impression of different parts of the world – and makes you really think about going there!"
Ms Hale, Gloucestershire

"Travel Bug shows me stunning scenery, atmosphere, and interesting places to explore that offer the traveller a great experience, that is affordable and value for money but not mass tourism."
Ms Clarke, Cambridge