Travel 2 Travel 4 specialise in tailor-made long-haul holidays to Australia, New Zealand, the Far East, Southern Africa, North and South America and the Middle East.

Working with travel agents throughout the UK, the company encourages independent travellers to visit their local travel agent for the best travel products and advice available. The travel agent will then help tailor-make the customer’s holiday, or offer one of the suggested itineraries that present a wide range of holiday opportunities.

Travel 2 Travel 4 approached Atom to produce an informative and entertaining magazine, which would raise awareness of Travel 2 Travel 4 as a long-haul tailor-made specialist to a network of independent UK travel agents. The magazine would showcase a range of holiday experiences to long-haul destinations that agents would be able to sell on to their customers.

Download a sample page (PDF) from this magazine

Targeting travel agents, Atom created a magazine with content that is inspirational and informative, but at the same time, highly entertaining.

Far Out issue one focused on the company’s 25 years of success in the industry, gave the inside track on Hong Kong and looked at the contrasting landscapes of Western Australia. A regular ‘holiday clinic’ section was also included, providing advice for agents to help their customers choose a long-haul holiday suited to them – ranging from honeymoons to backpacking adventures.

Across the magazine, sales staff and partners divulge their key holiday tips and highlights, and travel agents who think of brilliant ways to bring in more business are represented and rewarded on an ‘Innovators’ page.

‘Not-to-be-missed’ packages and exciting offers are also featured, giving travel agents a chance to win their own fantastic long-haul holiday.

General feedback:

“Just wanted to say what a great magazine!”
Sarah Bolton, Travel Counsellors

“I got my copies of Far Out yesterday and I wanted to tell you how impressive I think it is – I really enjoyed reading it. More importantly, several agents I met at the Abu Dhabi roadshows commented that it looks good and makes you want to pick it up and read it. The content
is extremely informative.”
Rachel Healey, Travel 2 Account Manager

Results:

As part of an evaluation of Far Out, Atom conducted telephone interviews with Travel 2 Travel 4 member agency staff, who recalled reading the summer 2008 edition. It was found that:

• 37% of respondents spent 10-20 minutes and 15.2% spent
  30 minutes-1 hour in total reading the issue
  (according to the APA average, only 20% readers spend 10-20 minutes and 14% spend 30 minutes-1 hour with a magazine)
  
  
• 32.6% of respondents keep an issue of Far Out for one or two weeks (according to the APA average, 71% readers will throw away or recycle their magazine, only 13% keep it for reference)

• 63.5% of respondents have between two and five other people read their copy of Far Out (according to the APA average, only 7% will pass the magazine on)

Respondents were also asked to advise how strongly the magazine gave them the following impressions. On a scale of 1-5, with 5 being very strongly, we found the following:

• 41.3% agreed very strongly that Far Out suggests Travel 2 Travel 4 is a forward thinking, professional company
  
  
• 45.7% agreed very strongly that Far Out suggests Travel 2 Travel 4 is a good choice for their customers