As well as our inspirational index map, which we knew would be returned to by readers again and again as a reference tool, we integrated small but carefully-sited ads throughout the magazine. These were placed in sections relating to the destinations we had inspired readers with on our index page, reinforcing the Thomsonfly message and firmly establishing the brand as a presence in the low-cost, short-break sector.

Thomsonfly now carries over 4 million passengers each year from 26 UK airports to over 87 destinations in 37 countries. Website traffic at thomsonfly.com increased by 5% from pre-launch of the Guide to post.