A 150-page villa magazine, written end to end — and +22% bookings to show for it.

Vintage Travel asked for a customer magazine that would inspire existing customers to book again — without ever feeling like a sales brochure. Their audience is discerning, well-travelled, and highly allergic to marketing fluff. Every word had to feel measured, credible and confident.

The magazine ran to 150 pages and covered France, Spain, Italy and Greece — blending practical travel guidance with aspirational storytelling, from destination overviews and cultural highlights to food, family activities, romance, and detailed write-ups of individual villas.

I worked closely with destination specialists and internal experts to make sure every recommendation was accurate, current and genuinely useful.

“The aim was to spark ideas, build trust and gently guide readers towards booking. The magazine did all three.”

The tone was deliberately inspirational but grounded. Mailed to 8,000 existing customers, the magazine landed as a printed, beautifully-photographed object that earned its place on the coffee table.

Bookings rose 22% in the months that followed, and Vintage subsequently commissioned the website copy rewrite that extended into a multi-year engagement.