With this one execution, Thomsonfly repeatedly reached 120,000 consumers, over a one year period, in a way that dominated and out-shouted other more established low-cost airlines. This creative use of space allowed Thomsonfly to showcase its route map, and the media itself was enhanced, adding value for the consumer.

Thomsonfly is a new player in the highly competitive low-cost airlines sector in the UK, where business is won and lost on low prices. Our challenge was clear: raise awareness of Thomsonfly’s vast network of potential destinations among the British holidaymakers who regularly enjoy city breaks in Europe.

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.

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.

We researched our target and found their destination-led attitude had developed into an inspiration-seeking one; they were now looking for ideas for a weekend away, as well as cheap tickets to get there. We focused on the “bible” of this inspiration-seeking set – the Time Out European Breaks Guide – covering 100 top destinations and is typically used as a reference guide all the year round. Instead of simply placing ads, we created a full page colour index as the frontcover gatefold, providing a European map, highlighting destination ideas and referencing the pages on which more details could be found.