Making more of Your Co-op Travel

Brief

As global travel resumed and people began planning holidays again, Your Co-op Travel recognised an opportunity to inspire their customers with a fresh edition of the Your Co-op Travel magazine. The client’s objective was clear: encourage bookings for both existing and new holiday offerings while promoting sustainable travel and maintaining environmental responsibility in their communications.

The magazine aimed to highlight two key product types: Experience More holidays, which include pre-planned activities within the itinerary, and Add More holidays, allowing travellers to enhance their breaks by adding optional activities for an additional cost. Additionally, Your Co-op Travel sought to reintroduce long-haul holidays to its customer base, providing inspiration for destinations further afield.

Red C, a specialist direct mail agency, was tasked with creating a campaign that combined strategic direct mail strategy and planning with engaging direct mail design and persuasive direct mail copywriting. The goal was to develop a communication that captured the imagination of subscribers, drove bookings, and aligned with environmental sustainability initiatives.

Approach

Strategic Planning and Content Direction

The first step in the campaign was to develop a robust direct mail strategy and planning framework. Red C analysed previous editions of the Your Co-op Travel magazine, assessing what content had driven engagement, which segments of the audience responded most strongly, and how the format and presentation could be improved for maximum impact.

Given the focus on reintroducing long-haul holidays, the content strategy prioritised destinations beyond the usual European favourites. Articles highlighted Iceland, Malta, Thailand, Canada, and the Caribbean, providing readers with a mix of familiar and aspirational destinations. Each destination feature combined practical travel information with engaging storytelling, aimed at inspiring readers to consider more adventurous options.

In addition to destination-focused content, Red C introduced a holiday calendar, presenting the best places to visit throughout the year. The calendar was designed to help subscribers plan their travels according to seasons, weather, and local events, offering a practical tool that complemented the aspirational editorial content.

Charity partnerships and sustainability initiatives were also integrated into the content plan. Contributions from Go Beyond, Your Co-op Travel’s charity partner, and Ecologi, the climate partner, highlighted the company’s commitment to responsible travel. This strategic choice reinforced brand values while appealing to socially and environmentally conscious customers.

Direct Mail Design and Copywriting

With the strategy defined, Red C focused on creating compelling direct mail design and persuasive direct mail copywriting. The goal was to create a publication that would not only inform but inspire, encouraging subscribers to explore new destinations and book their next holiday.

The design approach emphasised high-quality visuals, with photography showcasing iconic locations, local culture, and experiential activities. Each page was crafted to create an emotional connection with readers, illustrating the excitement, relaxation, and adventure that each holiday could offer. The use of colour, typography, and layout was carefully considered to ensure readability, engagement, and alignment with Your Co-op Travel’s brand identity.

Copywriting played a central role in the magazine’s effectiveness. Headlines and subheadings were designed to immediately capture attention, while the body copy provided both inspiration and practical information. Features described not just where to go, but what to do, how to make the most of each destination, and how Your Co-op Travel could facilitate an enjoyable and stress-free experience.

Special attention was paid to integrating content about Experience More and Add More holidays. Each feature highlighted the value-added activities available, helping readers understand the benefits of pre-planned and optional experiences. The copy positioned these offerings as opportunities to enhance their travel experience, encouraging interaction and bookings.

Personalisation and Audience Targeting

Another element of the campaign involved personalisation. Using data insights from Your Co-op Travel’s subscriber database, Red C ensured that sections of the magazine were tailored to different audience segments. Families received content emphasising family-friendly destinations and activities, couples were shown romantic or luxury options, and adventure seekers were targeted with more exotic or off-the-beaten-path experiences.

This approach ensured the communication felt relevant and engaging to each recipient, improving the likelihood that subscribers would read the magazine, explore the content, and ultimately consider booking a holiday. Personalised content combined with strong direct mail design and engaging direct mail copywriting made the magazine both a source of inspiration and a practical planning tool for subscribers.

Sustainability and Production Considerations

A key requirement for Your Co-op Travel was to minimise the environmental impact of the mailer. Red C worked closely with print partners to ensure the magazine was produced using recycled paper and sustainable vegetable-based inks, making it fully recyclable.

The production strategy aligned with the overall direct mail strategy and planning, demonstrating that high-quality, visually engaging mailings could also meet environmental standards. By integrating sustainability considerations into both content and production, Red C reinforced Your Co-op Travel’s brand values and resonated with environmentally conscious customers.

Optimising the Customer Journey

The magazine was designed to drive subscribers from inspiration to action. Clear calls-to-action were strategically placed throughout the publication, directing readers to explore more online, learn about specific holidays, or book directly through the Your Co-op Travel website.

By linking direct mail copywriting with digital touchpoints, Red C ensured a seamless customer journey. The editorial content served as an engagement tool, creating excitement and curiosity, while practical information and actionable prompts enabled subscribers to convert that interest into bookings.

Regular performance monitoring and iterative improvements were built into the campaign as part of the direct mail strategy and planning. Metrics such as response rates, website traffic from direct mail recipients, and conversion rates were tracked to assess campaign success and inform future editions.

Conclusion

The Your Co-op Travel magazine successfully combined aspirational content with practical planning tools, demonstrating the effectiveness of a well-executed direct mail strategy and planning approach. By leveraging expert direct mail design and compelling direct mail copywriting, Red C created a publication that engaged subscribers, promoted the full range of Co-op Holidays, and reinforced the brand’s commitment to responsible travel.

The campaign effectively highlighted Experience More and Add More holidays, reintroduced long-haul destinations, and incorporated seasonal planning guidance through the holiday calendar. By tailoring content to specific audience segments, the communication ensured relevance and maximised engagement, increasing the likelihood of enquiries and bookings.

Sustainability considerations reinforced the brand’s values, showing that direct mail can be both high impact and environmentally responsible. High-quality visuals, engaging storytelling, and clear calls-to-action ensured that the magazine not only captured attention but also guided readers seamlessly toward booking their next holiday.

Through this collaboration, Your Co-op Travel has established a replicable model for future communications, demonstrating how a specialist direct mail agency can integrate strategy, creative design, and copywriting to deliver both engagement and commercial results. The magazine serves as a benchmark for effective, sustainable direct mail marketing in the travel sector, highlighting the potential for direct mail to inspire, inform, and convert.

By combining strategic insight, engaging direct mail design, and persuasive direct mail copywriting, Red C ensured that subscribers received an enjoyable and informative experience that strengthened their connection to the Your Co-op Travel brand. The success of this campaign illustrates the importance of a carefully planned and executed direct mail programme, with measurable impact on customer engagement and bookings.