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Media Intelligence : MT Resource 2010
Case Study custom & client publishing What are some of the main facts of the magazine? Funded by preferred supplier advertising, Discover has a circulation of 70,000 copies each issue and is published three times a year. It is the magazine for Travellers Choice – a brand that represents over 150 independent travel agents throughout Australia. Discover is a key marketing tool that enables Travellers Choice agents to maintain relationships and visibility with premium customers. The magazine is customised with agents’ details overprinted on the cover. How has the publication evolved? Discover was first launched in 2006, starting life as a 24-page, self- covered newsletter in low-quality paper stock, published twice a year. Following positive feedback from agents, in 2008 Mahlab Media relaunched Discover with more pages, higher quality paper stock and higher frequency. The new design conveys the Travellers Choice brand essence and is contemporary, pictorially-led and somewhat playful. The content incorporates inspirational features and useful travel tips and offers. How is the publication’s effectiveness measured? Travellers Choice surveys its members annually. Discover consistently rates highly among agents as an effective marketing and customer relationship tool. There is substantial supplier support of the magazine and inquiries generated from their advertisements in the magazine are monitored. How important is this publication as an overall part of the customer’s marketing strategy? Discover is a vital part of Traveller’s Choice member agents’ marketing strategy. It allows individual agents to give customers and potential customers a useful resource that is effectively branded and is different from standard travel brochures. Discover is used by agents in the following ways: mailed to premium customers to keep the agency front-of-mind; distributed to customers in-store to give added value to their experience; offered to customers over the phone – helping agents make a connection, extend the conversation and build the database; and as a tool for re-establishing contact with customers who haven’t booked recently. EFFECTIVE BRANDING LIFTS AD SUPPORT Publisher Bobbi Mahlab describes the key attractions of Discover. CASE STUDY Spring 2009 DISCOVER Tr avellers Choice agent Cnr Minjungbal Drive & Blundell Boulevard South Tweed Heads NSW 2486 Tel: (07) 5523 1199 Email: firstname.lastname@example.org .au www.tweedcruiseandtravel.com.au Luxury train travel Cruising – Three generations set sail London’s best kept secrets Romantic European Christmas markets The bold & the beautiful of Macau N EWS BRITAI N I n 2000 years L o n do nh as wit n essed a processio n of ki n gs, quee n s, plague s, fi res a n d wars, a n d eac h period of its h istory h as left a n i n delible mark o n t h e city. Cel e b ra te d attractio n si n cl ud et h e T ower of Lond o n , Westmi n ster A bb ey, Bu cki n g h am P alace, a nd wo rl d -re n ow n e d collectio n sofarta nd a n tiq u ities at great trea s u re h o u ses s u c h ast h e B ritis h M u se u m, Natio n al Gallery, S cie n ceM u se u ma nd Victoria a nd Al b ert M u se u m. L o nd o n boasts more t h a n 3 00 o u ts ta nd i n gm u se u msa nd galleries a nd ma n yoft h ese great attractio n s are free. T reas u res o ft h e B ritis h Li b rary: A b i b lio ph ile’s d rea m, t h eJo hn Rit b lat Gallery at t h e B ritis hL i b ra ry h o u ses a mag n i fi ce n t collectio n of p reci o u s literat u re. T h era n ge i n cl ud est h e Mag n a Carta a nd sa cre d religio u s texts, L eo n ar d oDaVi n ci’s n ote b ook a nd origi n al writi n gs from t h e B ro n tes a nd Tolstoy. 96 E u sto n Roa d , Cam d e n , L o nd o n . Visit: www. b l. u k K e n w ood H ou se: O n t h e fri n ge of Ham p st ea d Heat h , t h is stately h o u se h as treas u res i n cl ud i n gaRem b ra nd t self- p ortrait, works b y Verme er, Tu r n er, Rey n ol d sa nd Gai n s b oro u g h ,a ndp ortraits of T ud ora ndS t u art cele b rities. S troll t h e leafy p arkla nd s,a ndh ave a p i n t at local h istoric pub s. Ham p st ea dL a n e, Ham p st ea d . Visit: www.e n glis h - h eritage.org. u k H un teria n M u se u m: S it u ate d wit h i n t h e Royal College of Su rge o n s,t h is collectio n reveals t h estoryoft h e College from its roots i n t h eme d iaeval G u il d of B ar b er- Su rgeo n sto t h e p res e n t d ay.Iti n cl ud es some b izarre ex h i b its (Wi n sto n C hu rc h ill’s d e n t u res) a nd a h air-raisi n g collectio n of gr u esome s u rgical i n str u me n ts. 35–43 L i n col n ’sI nnF iel d s. Visit: www.rcse n g.ac. u k/m u se u ms S irJ ohnSo a n e’s M u se u m:T h is little-k n ow nb ea u ty h o u ses a cac h eofc u rios sto ck p ile db yt h e arc h itect Jo hn Soa n e, w h o d ie d i n 1 837. F i ndE gy p tia n a n tiq u ities a nd artefacts from E tr u sca n , Roma n ,me d iaeval a nd Re n aissa n ce p erio d s. 13 L i n col n ’sI nnF iel d s, L o nd o n Visit: www.soa n e.o rg G u il dh all Cl o ckM u se u m:T h is collectio n of clo cks is d e d aso n eoft h eol d est i n t h e worl d .T h em u se u m G u il dh all L i b rary, gov u k London ’ sbes t k ep t secre t s BRITAI NO ne of the most expensive cities in the w orld has given up its secrets of free places to explore the history of England. Sandy G uy shares her favourites. “Discover is a key marketing tool in maintaining relationships and visibility with premium customers.” – Bobbi Mahlab, MD, Mahlab Media p48 caseStydy_Mahlab.indd 48 p48 caseStydy_Mahlab.indd 48 2/12/09 5:36:09 PM 2/12/09 5:36:09 PM
2009 - 2010
MT Resource Guide 2011