Radio campaign for Marco Polo guides

Radio campaign for Marco Polo guides

Marco Polo travel guides, newly launched into the UK market, will be backed with a summer radio advertising campaign to run nationwide.

The six-week campaign, launching on 30th April and running to 17th June, has been timed to coincide with the May and June bank holidays as well as with half term week. Advertising will be heard on Magic 105.4 in London, Heart Radio in the regions and Real Radio in the North, tagged with Waterstones and W H Smith which are both supporting the guides. The nationwide campaign is a first for a UK travel publisher, said Marco Polo publicist Serena Stent.

Thirty Marco Polo compact city and country guides are now available, ranging from Amsterdam, Berlin and Dubai to New York and Norway, each priced at £5.99. W H Smith High Street is set to promote all 30 guides in a dedicated free-standing display unit in 530 stores from May to August. A total of 75 guides are planned by January 2013 and e-books are also set to follow in the next few months, the publisher said.

"There is very little new being published in travel at the moment and the genre is in danger of looking ‘tired’—Marco Polo Guides hope to rejuvenate and energise the travel guide market and to grow a declining category by appealing to consumers who haven’t bought a travel guide before," said Stent.

Marco Polo is a newly founded subsidiary of German travel publisher MairDumont.