What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
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A new Journey for Virgin
Journey, the new-look Pica Award-winning magazine formally known as Fit, is now published thrice annually in a 'gym bag' size. Each magazine is delivered directly to Virgin's 450 000 members with a personal letter and a customised incentive voucher.
The wellness magazine aims to inspire and maximise members' lives by offering information bits for quick, easy reference on emerging trends in health and fitness as well as lifestyle pieces for more insight.
The magazine is the core method of communication for Virgin Active and is published by Touchline Media who have been the strategic media partner for the company for the past five years.
The demographics and psychographics of a member spending R200+ a month has proven attractive to marketers targeting upmarket, young and healthy consumers. The magazine is target audience specific, an advantage which not all custom magazines can claim to have.
Publisher Paul Ingpen says: "This forms part of Virgin Active's commitment to communicating with and retaining their members across the country, thereby forging a positive relationship. Creating a stylish, uncluttered publication that is engaging, informative and yet easy to read was a natural step for both publisher and client."
March 2005 saw the launch of Journey with the next issue available from the end of June. It is edited by Maurice Levin.
