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Move

The business travel magazine

Advice

Hemels’ involvement with the magazine of the company then called TQ3 began in 2004. TQ3 was looking for a new supplier to produce its magazine so it called for a pitch. The objective of the magazine was, and still is, to keep travel managers informed and thus make it easier for them to book business trips, and to establish TQ3 (now BCD Travel) as an authority in the area of business travel. The challenge facing Hemels was how the magazine could be better deployed. Its graphic design was also up for review.

Creation

Hemels developed a new formula that provided tips for business travellers but in which the perception of the travel manager was key. With a limited amount of pages the information presented had to be as varied as possible. A three-page article on a single travel destination, for example, served little purpose because very few readers would actually go to this place. But three pages with the latest addresses in the 10 most-visited travel destinations would be a lot more effective. Travel managers were also given their own platform in the magazine in a Forum section. The layout design was restyled to give it a businesslike but more “magazine-ish” look and feel.

Direction

Hemels has now been making the magazine for over four years. For each issue ideas for topics are presented to BCD Travel beforehand and choices are made jointly. Advertisement pages are sold to partner airlines by BCD Travel, while Hemels advertising department sources the materials and produces colour-proofs. Hemels’ excellent relationship with BCD Travel’s partner, KLM, facilitates collaboration with the Dutch airline during the provision of input for advertisements and advertorials.