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Case study

Content working harder for hostellers


Client

It started with a redesign, but ended up being so much more. Thanks to Connect, members of SYHA Hostelling Scotland have a treasured magazine to fit in their rucksacks – inspiring them to explore the country on a budget.

We gave the members’ magazine Hostelling Scotland a fresh new look, and by looking at the communications strategy of the publication, we also made the content work harder for the organisation.

The magazine showcases features encouraging members to be active, explore areas, learn new skills, and enjoy local culture – all of which are linked to nearby hostels.

Also, advertising helps support the cost of production. Careful planning of content was crucial in making the magazine appealing to advertisers – and it helped to massively increase advertising revenue.

Jane Mackie, marketing manager at SYHA Hostelling Scotland, said: “It is a real pleasure to work with Connect on our award-winning magazine, Scottish Hosteller.

“The level of service we receive from Connect exceeds expectations. The editorial team is fantastic at coming up with innovative ways of ensuring each issue is fresh and sees continuous improvement and I particularly appreciate their flexibility and attention to detail.

“We have had lots of positive feedback from readers as the new-look magazine makes a better connection between our youth hostels and readers’ interests. I am delighted with the finished product.”

Team

Sector

Industry

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Posted on 11 November 2013, 16:45

We have had lots of positive feedback from readers as the new-look magazine makes a better connection between our youth hostels and readers’ interests. I am delighted with the finished product.

Jane Mackie, marketing manager, SYHA Hostelling Scotland