(1/12/18 – Syracuse, N.Y.) Montgomery County Tourism recently enlisted the creatives at ABC to take the typical travel guide and create a tourism asset that is innovative and informative.
The content development team and design department decided to shift focus from listings to visuals, creating a new guide that increased readability looks more like a magazine than a directory.
The visuals were strategically selected and placed to grab the attention of potential travelers, while the content provides editorial-style itineraries, much like what you’d find in any consumer travel publication.
While we were at it, the creative team also reimagined the Fulton-Montgomery Harvest Tour guide. For that piece, we transformed a numbered map into a handy booklet.
In addition to copy development focused on the agri-assets of the counties, ABC packed the piece with more visuals and easy-to-read format for finding locations on a centerfold map.
Enticing and engaging travelers with experiences are the key to effective destination marketing and these two projects show a couple of ways to integrate that in print. Check out ABC's Pinpoint Destination Marketing division to get a glimpse at all the media we use to promote experiential communications for tourism.