Anyone who’s stopped in a visitor center and picked up a bland, info-packed brochure has probably shared the disappointing experience of painstakingly selecting a restaurant from an exhaustive list, studying the map, and making their way across town on unfamiliar streets—only to find that their destination has shut down or moved or is no longer serving lunch on Sundays. This is an unfortunate pitfall of traditional destination marketing: the hotels and businesses in any given area typically experience changes far more frequently than brochures can realistically be revised, reprinted and replaced.
Early on in our collaboration with the ATL Airport District Convention & Visitors Bureau, Ethic® Creative Works made the pronouncement that the District need not fall victim to that issue in the digital age. Instead, we put together a heavily branded gatefold brochure that hits the area’s highlights: great hotels, outdoor activities, dining, and proximity to downtown and all of Metro Atlanta. Each is accompanied by bold, beautiful imagery, a short, sweet intro paragraph, and a URL where visitors can find up-to-date business and venue listings. No ghost listings here!
When the brochure is fully opened, its centerfold poster’s display-worthy illustration doubles as a handy-dandy references to Metro Atlanta’s nearest neighborhoods, listing some of their key attractions as well as travel times from the District by highway and transit. This gives the casual visitor an at-a-glance reminder of where they are in relation to everything they might like to do during their stay—and a reminder that the particulars are at their fingertips when they visit the website.
