Now that’s magic…
History: Formed in the early 70s, running pilgrimages to Italy. The first Magic programme, The Magic of Sardinia, began in 1976. Acquired by Granada in 1987. Rebranded from Air Travel Group to Magic Travel Group in December 1998.
Product: Magic of Italy – 50,000
Spain and Portugal – 40,000
Cities – 20,000
Flight-only – 96,000
Launching Magic of France for 1999 targeting 5,000carryings.
Profit to September 30 1998: £1m on a £79m turnover.