Comments on: Travel brochure: information or inspiration?

By: Andy Jarosz

Andy Jarosz — Thu, 18 Nov 2010 19:24:41 +0000

Thanks for the thoughtful replies. As Donald and Sophie point out, different people will have different objectives for producing their brochures and these will naturally reflect in the content. Powerful images will work in almost any brochure and for a majority of readers, while the amount of written content will depend on whether the reader is committed to the destination yet. As John mentions, the information is increasingly online. So how will this shape the printed brochure of the future, if such a thing is going to exist at all?

By: Sophie Hughes

Sophie Hughes — Thu, 18 Nov 2010 11:35:15 +0000

As the producers of the official Isles of Scilly ‘SimplyScilly’ brochure we have found these posts to be insightful.
The official guide, which is available by phone on 01720 424031 and to view online at http://www.simplyscilly.co.uk carefully achieves an inspiring and planning balance.
We try to blend inspirational imagery with powerful quotes and facts to ‘sell’ the destination. Then, for those who have already made the decision to visit the islands, we pack in plenty of user-friendly accommodation and travel detail. We advertise ‘some suggestions’ of places to visit whilst on holiday and drive potential visitors to our website to tap into further resources and offers.

We know the official guide remains popular and a wow image makes the difference in selling the destination over internation competition. Our guide is an integral part of our marketing strategy along side our web presence.

If you’d like a copy or to download our 2011 guide then it will be available from the 27th November onwards.

By: John

John — Tue, 16 Nov 2010 17:40:56 +0000

I now browse Flickr by country and get some really great inspiration and now brochures to recycle afterwards.

By: DonaldS

DonaldS — Tue, 16 Nov 2010 10:46:49 +0000

Thoughtful post, as ever. Of course, the first brochure has the huge advantage that it matters not a jot to its publisher where you choose to stay. You can sell a destination with inspirational photos, absolutely, but that’s not much help to the tour operator paying those printing costs if you stay at the hotel down the road. I guess they could rely on a rising tide floating all boats, but that’s a little scattergun for a niche marketer, don’t you think?

Curiously enough, I’ve had this exact conversation quite a few times when it comes to guidebooks. Are they there to help just with the nuts and bolts of a destination, to provide opinionated and researched coverage for the traveller who’s already there (mentally, if not physically), or at least booked their flight? Or should they also “sell” that destination a little up-front? Not sure there’s a straight answer to that one either.

By: Lilian

Lilian — Mon, 15 Nov 2010 17:28:07 +0000

Great post! I used to collect travel related magazines. They had information but seriously nothing much…for details I still rely on the internet/travel guides as they are also more updated.

I am attracted to the pictures too and as the saying goes, A Picture Speaks a Thousand Words!