Mkoya Travel Marketing

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Alternative Route

    AR Covers Alternative Route backpackers guide - edition 10 edition 10
Alternative Route - edition 9 edition 9
Alternative Route - edition 8 edition 8
Alternative Route - edition 7 edition 7
Alternative Route - edition 6 edition 6
Alternative Route - edition 5 edition 5
Alternative Route - edition 4 edition 4
Alternative Route - edition 3 edition 3
Alternative Route - edition 2 edition 2
Alternative Route - edition 1 edition 1

Alternative Route is a great all-in-one solution to print and web-marketing of your lodge. It is the only full-colour picture guide for independent budget travellers in Southern Africa.

Alternative Route was started in 2003. It is in its 7th year and tenth edition. It is a free handout that is paid for by advertising.

The tenth edition of Alternative Route was released in December 2008. The eleventh edition is scheduled for release in early November 2009.

Who uses Alternative Route?

Alternative Route used to be exclusively for backpackers. But, we find these days that the definition of a backpacker is blurred. So, we aim to have all budget travellers refer to Alternative Route on their trip.

We find that AR users are:

  • Travellers looking to pay under R350 for comfortable accommodation
  • Travellers who want to stay in a lodge that offers good service but also has a distinct personality and a sociable atmosphere
  • Open-minded travellers in search of memorable experiences
  • Self-drive backpackers
  • Backpackers travelling on the Baz Bus
  • South Africans exploring their own country
  • Travellers who spend less on accommodation, but more on activities
  • Travellers with a sense of adventure

Circulation & distribution

  • AR is printed once a year and release in November
  • 50 000 to 60 000 books are printed annually
  • AR has over 250 distribution points
  • Most distribution occurs in the point of entry destinations: Cape Town, Joburg and Durban
  • Most books get picked up in Cape Town
  • We distribute at Cape Town & Joburg airports
  • We post a book to any address in the world for free
  • Travellers can download the book for free off the website

Benefits of advertising

Simply, Alternative Route offers print and internet exposure at a great price.

  • Alternative Route is affordable print advertising. You’re unlikely to find a similar product at the same price.
  • Travellers pick up an AR soon after entering the country. You'll be on their radar before they make any serious travel plans.
  • Your ad is guaranteed to get into the hands of at least 50 000 travellers and into the minds of more who use the website.
  • Advertisers can stop printing and distributing flyers. They're expensive to produce and not effective. Advertising in Alternative Route is much cheaper than printing 60 000 colour flyers.
  • You’ll get more internet exposure. Travellers have access to AR before they get to South Africa. Advertisers can feature in traveller's schemes before they get to South Africa.

www.alternativeroute.net

The Alternative Route website is popular and gets an average of 6500 individual visitors per month that view an average of three pages. Travellers make enquiries directly off the website. They can also make bookings off the website if you’re a member of Hostelworld.

The Alternative Route site has been penned in for a rebuild this year with aim of improving usability and performance further.

Planned improvements include a fresh new Web2.0 interface with more user interactivity.

How to advertise

Our rates have not been release yet for 2009 as we can only estimate costs closer to the time due to currency fluctuations and inflation.

As a rough guide you can use the 2008 rates.

  • Half page: R3740.00
  • Full page: R6030.00
  • 1.5 pages: R8450.00
  • Double page spread: R10860.00

Ways to make the cost easier

  • Apply for TEP funding.
    If you're a legally registered business, you can apply for financial assistance from the Tourism Enterprise Programme. TEP offers a cost-sharing programme in which they pay up to 50% of an Alternative Route ad. We’ll be very happy to supply you with a quotation for your application. Visit www.tep.co.za
  • Be an early bird and get a juicy worm. Pay before 1 November and get a 10% discount.

Ad layouts

All ads for lodges, except double page spreads, follow a standard format. We will design and layout the ad with the material you provide us. This makes the book easier to use because travellers learn quickly where to find the information they want.

We place the pictures at the top because Alternative Route is a picture guide. If you want a successful ad, give us great pictures because they are first thing a traveller looks at (and the thing most likely to make a lasting impression).

We put your contact details last because Alternative Route is not a telephone directory. You’ve got to first make the sale before you ring up the purchase.

All ads have to have a fair amount of ‘white space’. This is unused space and it is never wasted. White space makes ads easier to read and leads the eye to things that you want to emphasize.

Requirements for your ad

What we need for your ad depends on the service you offer and the size of the ad.

Lodge ads

Lodge ads follow a standard format. You will need to supply us with the following and we will put your ad together:

  • Pictures - 2 for a half page ad and 4 for a large ad. Photos must be minimum 800X600 pixels. Provide more if you can and we’ll choose the best to use and put the rest on your webpage.
  • Copy - 55 words for a half page and 80 words for a full page. We will be ruthless at culling excess text. We don’t accept copy from the Coast to Coast
  • Room types and their rates – these are optional but are highly recommended as travellers always look for these
  • Directions – again these are optional for your print ad where space is limited. But, you can insert them for your web page.
  • Your longitude and latitude co-ordinates for the Google map on your webpage

Other ads

Ads for non-accommodation businesses do not follow a set format. You have creative freedom.
Our design fee is R1140 excluding the cost of the ad.
If you have a designer, give them the following specifications:

  • Dimensions: 94X65mm for a medium ad. 94X143mm for a large ad
  • Ads should be submitted as a PDF(vers4), JPG, TIFF, PSD or AI(vers8, no transparency)
  • Embed any images in vector file formats. Include used fonts in a separate folder
  • Set bitmaps to 300DPI in CMYK colour

If your ad is smaller than 2MB, e-mail the ad to jacques [at] alternativeroute.net
If your ad is larger than 2MB, courier or register post the ad on a CD to: Jacques Passier, 21 Spoon Street, Lakeside, Cape Town, 7945.
Let me know when and how to expect it.

Double page spreads

Double page spreads do not follow a set format. You have creative freedom.
Our design fee is R1140 excluding the cost of the ad.
If you have a designer, give them the following specifications:

  • Artwork for each page should be 166x116mm.
  • There is a 3mm bleed all around. This 3mm will be trimmed off.
  • There are 4mm top and bottom margins. Anything within these margins could possibly be trimmed off.
    There are 5mm outer page margins. Anything within these margins could possibly be trimmed off.
  • There is a 13mm inner margin. This is where the pages get bound. Anything within these margins will be difficult to see and read.
  • The safe print area is 152x92mm.
  • The safe print area has to be positioned 7mm from the top and bottom edges, 8mm from the outer edges and 16mm from the inner edges.
  • Ads should be submitted as a PDF(vers4), JPG, TIFF, PSD or AI(vers8, no transparency)
  • Embed any images in vector file formats. Include used fonts in a separate folder
  • Set bitmaps to 300DPI in CMYK colour

If your ad is smaller than 2MB, e-mail the ad to jacques [at] alternativeroute.net
If your ad is larger than 2MB, courier or register post the ad on a CD to:Jacques Passier, 21 Spoon Street, Lakeside, Cape Town, 7945.
Let me know when and how to expect it.

Proofing your ad

The proofing process in necessary to ensure that your ad is 100% correct before we go to print.

Once you supply us with all the elements for your ad, we put it together and e-mail you a proof. Alternatively, we can fax it to you. We will also upload the proof on the website.

You will need to check the proof very carefully and let us know if there are any changes to be made. We will make these changes and repeat the process until everyone is satisfied that you have a great ad. We will only print an ad once you have signed off on the proof.

Layout of the book

There’s a fine art to laying out Alternative Route. We follow a system that we find works best.

Our system for laying out the book:

  • National operators and volunteer companies appear in the front
  • The book is then separated into regions, starting in Cape Town (it sees the most distribution). We head up the coast towards Durban (making a few logical detours), through Swaziland and the Kruger area to Joburg and Pretoria. Then we head into the interior Northern Cape to our neighbours at Vic Falls.
  • Layout within the regions vary for the different regions:
    • Ads in the cities and Lesotho are arranged alphabetically
    • Ads in other regions are arranged within towns
  • Towns within the regions are arranged geographically following the general order of the book.
  • Ads within towns are arranged alphabetically

Other things:

  • We drop ‘the’s and ‘a’s from names before arranging alphabetically
  • Tour ads appear in the front of the regions. When it makes sense for a tour ad to appear under a town, it will go in the front of the town
  • Double page spreads take preference and do not get split
  • Half page ads sometimes get bumped up to fill a vacant space

There’s randomness to layout that we cannot predict. Please understand that we do not control the final position of your ad.

Accreditations and accolades

We include quotes, icons for associations you are accredited to and accolades you may have won.

We include quotes only from the newest releases of guidebooks.

We don’t quote from Coast to Coast.

We don’t include accreditions or accolades that are out of date, are not instantly understandable or do not have meaning that can be found elsewhere in Alternative Route. This means that we don't include icons if they have no meaning for our readers. If you want them included in your ad, please include a description in your copy.

Intellectual Property

If we write copy or edit the copy supplied by our clients, the final work remains the Intellectual Property of Mkoya Travel Marketing CC. Our clients are not free to use the copy in any publications other than Alternative Route. The raw copy initially submitted to us remains the Intellectual Property of our clients and they are free to do with it as they please, including using it in other publications or websites.