The Travel Network Group (TTNG) has distributed over 35,000 magazines to supermarkets, aiming to enhance bookings through local agencies.
- This large-scale initiative is part of TTNG’s ‘Where Next?’ summer marketing campaign, featuring enticing travel offers.
- Marketing Director, Ross East, claims the campaign is progressing well, fulfilling a promise from last December.
- The campaign’s strategy includes personalised magazines targeting specific client needs, incorporating local agency logos and calls to action.
- An additional magazine release, ‘The Cruise Collection’, is anticipated in September, extending the campaign’s reach.
The Travel Network Group (TTNG)’s bold step to distribute over 35,000 magazines across supermarkets forms a crucial part of its efforts to boost engagement with local member agencies. This significant distribution aims to connect potential travellers with their neighbourhood travel offices for summer and beyond. By placing these magazines directly in consumer hands as they shop, TTNG is effectively bridging the gap between digital marketing and tangible client engagement.
Ross East, the group’s Marketing Director, has labelled the initiative a success, noting that the strategic push was a direct response to commitments made during the group’s previous conference in Munich. These efforts are designed to enrich the offerings of TTNG’s member agencies with well-curated travel options.
Critical to the campaign’s success is the personalisation of content. Each magazine not only includes the group’s overarching theme of ‘Where Next?’ but also incorporates the individual branding of member agencies, complete with calls to action tailored to spur local engagement. This approach caters to immediate travel prospects as well as those contemplating trips in 2025 and 2026, targeting a broad spectrum of travel enthusiasts.
Before these magazines hit supermarket aisles, 19,000 copies had already circulated within the member agencies, setting the stage for a wider public audience. Themes within the magazines include enticing destinations such as the Northern Lights, Gambia, Antigua, and the Greek Islands, offering a visual feast and inspiration to potential travellers.
In a bid to maintain momentum and expand reach, TTNG is planning to release a subsequent magazine titled ‘The Cruise Collection’ in September. This publication will continue to highlight exclusive travel opportunities, reinforcing the campaign’s effectiveness in capturing consumer interest and driving bookings.
TTNG’s strategic marketing initiative through magazine distribution is a well-executed campaign poised to sustain travel agency engagement.
