Thinking Bigger
In Washington state, the eastern Olympic Peninsula communities include Port Townsend, Port Ludlow, Port Hadlock, Brinnon & Quilcene. For the last few years, they’ve produced a 20- to 24-page, 4″ x 9″ travel planner promoting tourism in their area. It’s a standard format in the tourist industry. But this year, they decided to go for something different, with more impact: a bigger 8.5″ x 11″ format, with room for larger photos and easier-to-read text.

A Change in Tone
InsideOut was directed to write copy with a more personal tone, emphasizing experiences. The piece incorporated quotes by locals talking about their favorite things to do in the area. We kept the text short and sweet, with engaging headlines to pique the reader’s interest. This was a distinct change from previous planners which featured longer blocks of text, teeny photos and overwhelming information grids.

Shorter text gave us room to show rather than tell the story. We accomplished this by using big, local photos; keeping a casual tone with cutout images; and using colors reminiscent of the area’s forests, waters and brick buildings.

A Happy Result
The result is a piece that strongly communicates the area’s feel and the wide range of activities offered. With its “Big List of Info” on the back cover and its detailed map in the central spread, the brochure is also a useful reference. It was a fun project to work on, too! The 50,000 brochures will be distributed by requests originating from EnjoyPT.com, as well as direct phone and email inquiries.

This entry was posted on Tuesday, May 27th, 2008 at 12:50 pm and is filed under print. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.