Industry: Leisure & Adventure

Topic: Online, membership-based activity-search directory

Medium: Double-sided, tri-fold brochure

Tone of Voice: Conversational. Peppy. Adventurous. Spirited.

Target audience: Mostly appealing to holiday makers, but may be picked up by locals too.

Brand personality: Active, worldly, energetic, fun, brave.

 

The Challenge: The goal here was to get people to become members and look for things to do on the directory. Once printed in bulk, the brochure would be left in hotels, pubs and travel agents, so needed to appeal to multiple audiences (families, singles, groups), getting them excited about doing something fun. Competitor sites tended to be too broad with accommodation, eating or sightseeing, with only little bits of activity information there. So the task was to stand out and be a go-to when it comes to fun activities.

 

The Solution: Becoming a go-to meant highlighting the fact that the niche focus on activities made searching thorough and easy. It also meant placing emphasis on the wealth of verified reviews from other members, rather than the 'dubious' spam reviews filling competitor sites. These elements would work hand in hand with an audience call-out on the front page, to attract attention of the intended target personality-type straight away, then making it as easy as possible for readers to book directly on the site in seconds via a QR code.