Some Good News For A Change!

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We are all too aware that the current economic situation probably means that British (and foreign) holidaymakers are going to be more cost conscious than ever before – indeed, a new study by travelsupermarket.com has revealed that more than three quarters (77%) of people in the UK believe the price of their holiday is the most important factor in deciding where to go next year.

However, the news isn’t all bad. According to a recent study by PKF Hotel Consultancy Services, the UK hotel industry is still “holding its own” despite a “slow” month in October, and the fall in growth rate has been “fairly moderate”. More interestingly, new research has shown that “holidaymakers are planning a return to happy, nostalgic memories of their childhood breaks to get them through the hard times”. The poll of more than 2,000 people found that “in credit crunch Britain, a new generation has rekindled its love affair with the caravan. Rather than jet off abroad, almost two in ten (27%) of parents intend to take their children on a drive down memory lane inspired by their own childhood caravan holiday”.

The survey (commissioned by Towergate Bakers Insurance) revealed that the ‘Top 5 Nostalgia’ family holidays in the year ahead would be:

1. Holidays on the British coast (49%)

2. Country cottage holidays in the UK (29%)

3. Caravan holidays (27%)

4. Camping (20%)

5. Barge (9%)

This could potentially be very positive news indeed for small businesses in Britain and (fingers crossed) despite all the present talk of financial gloom and doom, 2009 may yet turn out to be a good year for tourism in North Wales and the North West.

What Makes A ‘Perfect’ Leaflet?

We put the question: “What makes a successful leaflet or brochure?” to members of LinkedIn - an online network of more than 30 million experienced business people from around the world.

"Leaflets should encourage people to visit your attraction, region or event. To be successful, the leaflet should have the right look and contain appropriate information. What, in your experience, encourages people to pick up a brochure and take it home to share with others? Is there a 'perfect' leaflet design?"

We submitted the question just under a month ago and were delighted by the sheer number and variety of responses from marketing experts, graphic designers, tourism industry insiders and others with a professional interest in promotional print.

Paul Scanlon, the Chairman and owner of CDP Print Management, raises a number of practical issues. He points out that leaflets and brochures are “two separate marketing tools, both… zero rated for VAT purposes”. He also warns businesses to “beware” of “environmental issues in design and production”.

“Simple, Clear and Memorable!” These three words make up the dictum of graphic designer, Don Wright. Whereas, “Entice, Educate, Enthuse, Entertain, Excite” is the mantra of marketing consultant, Neil Logan. The Owner and Professional Abstract Stone Sculptor of WSG Gallery, Carl Wright, says that one should always “look at who is displaying brochures and what other brochures are going shoulder to shoulder with [your own]”.

Boyd Butler, the Consultant Development Director at KAM Sports International, believes you should “ask your visitors what they want to see in a brochure” and also ensure that your leaflets are “distributed in the right place”. Very true, Boyd – and of course, this is why we play such an important role with the finished product.

Our favourite response, however, is from Nick Booker, Director of the visitor attraction and leisure consultancy, Attract Marketing Ltd. He very sensibly points out that leaflets should be the “right size to fit in [the] stands”. While this may seem obvious, it’s surprising how often we are presented with oddly shaped and sized leaflets, which are either too tall or too wide to fit into any of our standard holders without being bent over or folded in two. He also highlights issues such as adding the name of the attraction “at the top so can be seen in stands” and getting the branding right.

Nick’s answer is well worth reading in its entirety, as are the many other excellent suggestions. The question has now been closed at LinkedIn but you are very welcome to continue posting your thoughts here.