Project Description

THE CHALLENGE is the largest travel consortium of travel agents in the United States, providing business and marketing solutions to over 5,500 independent retail travel agencies across the U.S. and Canada. needed a communication tool to help members to inspire their clients and encourage them to book their next trip with their agency.


Our solution is Destination Vacation, a quarterly publication for’s member clients. The glossy, 68-page magazine is distributed to the most affluent 80,000 travellers of’s six-million traveller database (the top 1%). Furthermore, each edition is personalised to the reader from their trusted travel agent, with incentives and calls to action included throughout.

Engaging editorial is written by some of the best travel writers in the industry, with a focus on destinations readers have expressed an interest in — from emerging locations to more seasoned favourites. It’s informative, inspiring and engaging. And we’re not the only ones that think so — Destination Vacation has been awarded two Travel Weekly Magellan awards for marketing since being relaunched by APL Media in 2010.

Our members value Destination Vacation because it inspires their clients to dream about different vacation scenarios and call their agency to make those dreams a reality. When each issue lands in homes, we receive compliments from our agency members that the professional design, editorial features and overall magazine quality match that of the larger consumer travel magazines. They love that it brands their agency as the call-to-action on every feature within its pages.”
Jennifer Coulter, Director of Product Marketing,