With an already-loyal following (in a recent reader survey, nearly 40% had bought or made enquiries about an advertised product or holidays) the Summer 2011 issue is eight pages thicker, and features a slick new design as well as more focus on readers’ most requested content: Travel reviews and features and news about the latest destinations.
Julian Rowlands, Head of Customer Relationship Management at Virgin Holidays says, “Our recent reader survey suggests that our customers are already very happy with the magazine – over a third of readers already believe Rock & Roam is better than other travel magazines. Our aim now is to convince the rest, and we believe the new engaging design and subtle editorial changes will certainly help to achieve that.”
River launched the title for Virgin Holidays in 2008. With a circulation of 60,000, it is mailed to members of the Frequent Virgin Club and given away free in Virgin Holidays’ v-room lounges. Rock and Roam targets a diverse demographic from singles and young couples to families, older travellers and luxury backpackers.
In 2010 Rock and Roam won Best Travel and Leisure title at The International Customer Publishing Awards, where the judges commented that “This is a perfect case of small spend, big revenue...The magazine is bang-on brand, with a real fresh feel to it. It’s making me want to go on holiday just looking at it.”
