The Brief
- Ubiquitous travel pamphlets do not offer added value in today’s environment
- They are often discarded soon after being received, which is very environment-unfriendly
- Their travel information is not personable and does not offer experiential dimensions
The Strategy
- Mingle travel information and tourist assets within various themes, break them down to sections, with pre-packaged content that can be easily picked by the reader
- Familiar and personable rebranding into “Travel Journal”
- Including interviews and “insider tips” with local personalities to add relatable experiences for readers
- Designed as a coffee-table book, with high quality features, to increase its keepsake value
The Results
- Web-friendly version available on top of printed versions
- Translated into 5 other languages commonly spoken in Asia
- Distributed in China, South Korea and Southeast Asia
- Endorsed by the Monaco Government Tourist Office to be redistributed in Spanish for the Latin American countries
- Pre-packaged content from the various sections is utilized in various languages for press and social media features in the following 12 months
- Met with critical success, the magazine is now a yearly publication with fresh themes and dedicated content
