Atom : Advantage Travel case study / Cruise Lines magazine

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Advantage Travel

Title: Cruise Lines
Target: 6,000 customers
Key aim: Increase bookings with effective holiday offers
Pagination and frequency: 8 pages, B2C bi-monthly
Format: Saddle-stitched A4 magazine

Advantage's testimonial

Advantage works in conjunction with over ten of the biggest cruise ship operators – all of which offer luxurious globe-trotting cruise holidays on some of the most fabulous and famous ships in the world.

Atom was asked to edit, design, manage, print and deliver an 8-page glossy magazine to be given specifically to the customers of Advantage member clients, who are cruise tourists or members of the specialist cruise club Ocean Spirit.

The design of Cruise Lines was a substantial improvement on the existing magazine, which was not received particularly well by the cruise operators or customers. The overall aim was to make the cruise holiday offers feel enticing to the customer, with a tailored, personal feel to the language.

Download a sample page (PDF) from this magazine

Atom re-evaluated the audiences’ expectations. In order for the publication to encourage them to return to Advantage Travel centres and book cruises the magazine had to engage them.

Rather than bombarding the customer with a deluge of information about offers and prices from the operators, Atom focused on detailing the kinds of destinations that the customer would visit, and the services that they would expect from the cruise.

A relaxed, informal style of language and plush, eye-catching visuals make up the magazine.