What is Destinations?

Destinations is a full color, regional publication published three times a year. It is used as a direct marketing tool by American Express Travel Services Representative Agencies. The publication is designed to inform existing and potential clients of special cruise, tour and other travel opportunities.

Each Representative agency has their own customized front cover and custom made, two-page center spread to further reinforce their agency's message. The amount of advertising support determines the size of the newsletter, which is usually 8 or 12 pages. The publisher (What's News in Travel) sells travel-related advertising in the "common" pages of the newsletter to defray costs. Click here to download the "Participation Contract."

Destinations is written and published for regional distribution, with editorial content appropriate for each region. The regions are: West Coast, Southwest, and East Coast/Mid North Central. See Regional Map

The newsletter has the following objectives:

How it Works
A masthead is designed for the front cover of an agency's individual edition. The back cover carries the agency's return address, bulk permit number if needed and allows space for client mailing information. Each issue features a primary theme(s) such as: Europe and Alaska - Cruise & Tour for Spring's edition; Family Vacations for the Summer edition; Exotic Destinations and Cruising for the Fall/Winter edition.

Participating travel agencies receive, in advance, estimated copy (text) and photo deadlines for the entire year, and a due date reminder prior to each issue with suggestions on tailoring their agency's copy to the overall theme.

Each agency is encouraged to submit copy for the center spread of their insert. The publisher will provide additional copy for agencies needing it for "filler." Copy may be typed and mailed, faxed or e-mailed. Color photos that agencies want included in the personalizes section of the publication can be sent via mail or, if of sufficient resolution, via e-mail. The publisher has an inventory of photos from various destinations, cruise ships, etc. and are happy to supply photos as needed.

To help first-time participants, the publisher can provide one page of introductory copy that can be personalized to an agency for its first issue. The agency can alter it as needed or supply their own text. For each issue, generic filler/copy is also available that highlights pre-determined travel destinations/opportunities.

Agencies can sell advertising in their center spread to help defray the cost of the newsletter. The agency will be responsible for setting the ad rates, working with the advertiser and obtaining the ad text/images. If the ad is not camera ready, a design charge (estimated at $75 per ad) will be billed to the agency directly.

Editorial Calendar/Circulation Dates
Each year, at an annual cluster meeting, we will discuss and establish an editorial calendar for each region for the coming year. Specific destinations and themes (e.g. Alaska Cruises, Europe, Family Vacations, Exotic Destinations) will be featured at certain times of the year. To further enhance the value of each region's newsletter, travel opportunities and destinations of specific interest to readers in that area will be featured. Other area-interest components include "Destination, Closer to Home," "Travelwise, Trips, Trends, and Updates," and "Great Getaways."

Spring Edition goes into circulation mid/third week of January through mid/third week of April

Summer Edition goes into circulation mid/third week of April through third/fourth week of August

Fall/Winter Edition goes into circulation third/fourth week of August through mid/third week of January

Collateral Sales Material
Each participating travel agency will receive an advance black and white copy of the newsletter and collateral information about each of the supplier’s promotions and products that are featured in that edition. These materials include booking instructions, background information, etc. We suggest that these materials are passed along to all front line agents and discussed in staff meetings, to ensure a solid knowledge of the products and offers prior to the consumer calling in response to the newsletter. This procedure has greatly enhanced the travel counselor's awareness of a suppliers' product and increases the potential for closing the sale.


Tracking Results
It is important that we can show the advertisers in your newsletter that it works. It is equally important that you know what is working and what editorial and advertising in the newsletter is generating business for you. You may wish to design a tracking form that will work for your agency or utilize one we can provide. To help maintain advertiser support of your newsletter, we must be able to show results.


Cost/Newsletter Quantities/Distribution

Set-up fee: For the design and production of personalized front cover masthead, interior page reoccurring agency information in what is called the"side bar," and return address information on the back page.

Printing fee: Based on a minimum quantity of 1,500 newsletters and maximum quantity of 50,000 newsletters. An agency may order in excess of 50,000 newsletters at an additional cost.

The maximum quantity of newsletters needed per issue must be determined by mid-July, prior to the first of a three-issue year that begins with the Spring issue distributed in January. The common pages advertising rates are based on the cost to produce the newsletters for each region - so quantities cannot be increased once the ad rates are set without incurring additional expense.

Shipping/handling: Typical shipping costs from Houston, where the newsletter is printed, and based on 25,000 newsletters is - $460 to East Coast, $275 to Mid North Central, $395 to West Coast, $250 to Southwest.