Creative communications agency Aqueduct has designed a new website that will take specialist travel company Journey Latin America’s customer magazine online for the first time.
The site, Papagaio.co.uk, replaces Journey Latin America’s bi-annual printed magazine and is supported by a marketing strategy designed to provide a seamless transition and encourage engagement among Journey Latin America’s customer base.
Aqueduct has designed the online magazine to meet the needs of Journey Latin America’s audience of mostly internet-savvy retired or semi-retired silver surfers aged 50-plus, many of whom use the internet to research and book their holidays. Journey Latin America is also aiming for the online magazine to engage and increase the numbers of their younger clients by being fully interactive and with insightful editorial.
Papagaio.co.uk is designed as a deliberate continuation of Journey Latin America’s existing offline magazine brand to keep readers engaged. It retains the familiarity and feel of the printed title in updating readers with all things Latin American as well as introducing several new interactive elements including a blog and a ‘photo of the day’ function.
Aqueduct has also designed a DM pack and email that will be sent out to Journey Latin America’s existing customer base and potential new subscribers who have visited Journey Latin America at consumer travel shows across the UK.
The mailer and email are intended to inform readers of the move from the printed title and encourage them to log on to the new online magazine. The message “We’re moving... come with us” is set over pictures of blue Latin American skies above a tree top canopy. It promotes the new site by encouraging people to enter online prize giveaways including a Galápagos cruise, a week in top-end Pestana hotels in Brazil and a luxury stay in Chile.
The layout and look of the email and mailer is designed to mirror that of the site itself. On the site, the Papagaio logo is laid over a picture on the homepage relating to that day’s featured article and showcasing the most inviting of Latin America’s locations.
It immediately establishes a bright, colourful theme that is continued throughout the editorially-led, image-rich site. Papgaio.co.uk offers up-to-date information on destinations, hotels, flights and insider travel tips.
• A guide to each of the countries in Latin America
• Maps with country highlights, photo galleries and essential information about visas, vaccinations and currency
• A vast collection of travel articles written by professional journalists, staff members and clients
The site’s interactive features include a community blog that can be updated by subscribers as well as an experienced team of experts who answer visitors’ questions and provide insider travel tips in an ‘Ask the expert’ section.
Laura Rendell-Dunn, press and marketing executive at Journey Latin America, said: “Aqueduct has designed a site that has enabled us to move all our usual great features online, as well as adding in more up-to-date giveaways, insider travel tips and more. It was vital the agency created something that our magazine readership would be comfortable dropping their printed version to migrate to.
“We are delighted with the bright, colourful editorially-led design, which means our subscribers can easily navigate the site and find up-to-date information that will help them plan and book the holiday of a lifetime.”
Samantha Knock, senior account manager at Aqueduct, added: “It’s an innovative move for Journey Latin America to take their printed magazine online, and re-engaging their audience on the web is a big user shift, but we know the site delivers. It is clean, easy to use and seamlessly transfers all of the content that made Journey Latin America’s printed offering a must-read and that delivers a richer experience for people planning a holiday to Latin America.”
Papagaio.co.uk launches this month. Users will be able to reach the magazine site by using the new URL or via the existing journeylatinamerica.co.uk site.
Check out 12ahead, our brand new platform
covering the latest in cutting-edge digital marketing and creative technology from around the globe.
12ahead identifies emerging trends and helps
you to understand how they can apply to modern-day companies.
We believe 12ahead can put you and your
business 12 months ahead of the competition. Sign up for a free trial today.