Edition 12

Edition 12 of Alternative Route is going to print on 1 November. We’ll be printing 60 000 copies.
The books will be ready for distribution at the start of December 2010.

News from 2010

We printed 60 000 books last year and were happy how quickly the books were picked up.

Our World Cup theme cover was a hit and people have been recognizing our German model all over South Africa.

We did several trips to Joburg, Durban, Mpumulanga, Swaziland and up the Garden Route to distribute books, in addition to the books we sent out on request to advertisers and travellers.

We sent several books to the USA where Linton from Gecko Creek has been distributing at backpacker hostels and travel agents on the East and West seaboards.

Books were sent to Australia and distributed at the Sydney Travel Xpo held in April.

Books are making their way to the New York Metro Travel & Adventure Show and to the World Youth and Student Travel Conference to be held in Beijing. Both shows are happening in October.

Alternative Route took a full page ad in the British publication for gap-year travellers called The Gap Travel Guide. The guide can also be viewed online here. Find us on page 50.

Alternative Route website

We launched our new website in October 2009. The reaction has been good with the page view rate going up and our bounce rate improving. We’ve been posting many books out to people who request one off our website and we’ve posted Alternative Route online as an instant flip book and a download.

Things to remember

• Ads for accommodation providers follow a standard format. This makes the book easier to use. You send us material and we put the ad together.
• Advertisers who take double page spreads have creative freedom. If you're interested in this option, please contact me for more info.
• Ads in the Alternative Route have to be exciting if you want it to be noticed by travellers. Pictures have to grab their attention and copy has to be creative, honest and persuasive.
• Visit our Toolbox for tips on how to put together great ads. www.mkoya.co.za

Tips for great ads

• Great pictures make great ads
• Be creative
• Be honest
• Focus on benefits, not features
• Focus on a few strong points
• If everyone offers it, why advertise it?
• Try not to use too many empty and flowery adjectives
• You like your ad, but what do travellers think? Ask them
• Don’t state the obvious
• Travellers always look for rates

Our banking details

• Mkoya Travel Marketing CC
• First National Bank
• Tokai 00200409
• Acc: 6213 8102 885