In 1988 when AD VANTAGE LTD opened its doors on Providenciales there were just 3 PanAm flights per week bringing visitors to the country. Printed information was very difficult to find. A few hand-painted signs tacked around the top of the open-air metal airport building were the extent of marketing and advertising efforts back in those days.
At first, the full service advertising agency was busy with the production of brochures, rack cards, booklets, corporate identities, logos, letterheads and signage. They did the design, layout and production for "Times of the Islands" magazine for seven years. They produced the annual "Billfish Tournament" magazine and donated many hours to the success of the original tournaments. Magazines for Tourism Week, Police Week, the Grand Turk Grapevine and the Provo Drama Society were produced. The "Free Press" newspaper was helped through its infancy by many late night typesetting sessions.
It was an early dream to begin a tourist guide for the destination because no such publication existed. A single source of information, funded by the advertisers within, was an idea that remained unrealized for six years. Having travelled and reviewed other destination publications the ideas for content were revised and redesigned until the time seemed right for the launch of the publication.
The first issue of "Where When How - Providenciales" was published in October 1994. The 32 inside pages were printed on blue paper with a colour cover. Originally 45 advertisers supported the new endevour, many of whom are still advertising with the magazine today. 2600 copies of the first issue were printed and distributed.
Since then three-quarters-of-a-million magazines have been printed and distributed. Most copies leave the island as a souvenir with visitors returning home to be shared with friends and family - to plan for future vacations.
In 1997 a companion web site www.WhereWhenHow.com was created and launched. The address for that web site has appeared on the cover of every issue since December of 1997. Now many visitors per day access the web site in search of information about the Turks & Caicos Islands and accommodations before ever boarding a plane to arrive here on their vacation. The web site is updated on a daily basis and contains direct hot links to most of the print magazine advertisers. Cover stories and restaurant reviews are archived there.
In the Fall 1996 a sister publication titled "Where When How - Grand Turk & Salt Cay" was put into production. This 28 page magazine was published quarterly. 2500 copies per quarter or 10,000 per year were distributed for almost two years.
In November 1997 the two issues were re-combined to become "Where When How - Turks & Caicos Islands". The magazine has continued to grow to the present day 200+ page guide book with over 200 businesses advertising within.
Entirely produced from the revenue of the advertisers - It is our advertisers we thank for their undying support over the years. Our policy is that the advertiser is the most important element in the recipe for success of the magazine. It is the advertiser we promote through our cover stories. It is the advertiser we hope to satisfy through the strenuous daily distribution efforts.
The magazine design, layout and most advertisements are prepared at Ad Vantage Ltd. on Providenciales before being printed in Florida. Over 7500 pounds of magazines are distributed every month to each and every visitor to the Turks & Caicos Islands. Ask for us by name "Where When How - Turks & Caicos Islands".
Over 927,003 magazines printed and distributed.
