One of our earliest passions over a decade ago—as we started on our journey of building a communication and design group—was to tell stories that captured the spirit of a place and its people, the essence of its ‘brand’, in order to build or enhance a reputation that would attract the right kinds of visitors and investors and help ensure a sustainable growth.
Destination marketing is complex: each destination is multi-dimensional, with a diversity of features that cannot always be simplified to a one-size-fits-all message for a target audience. Differentiation and authenticity are the qualities that can make for a memorable campaign, harnessing the strengths of place and community in a way that opens up new vistas.
When it comes to hospitality brands, the challenge is to maintain the consistency of the brand’s message while illustrating the appeal of often very different locales.
In-depth travel guides offer an opportunity to understand the complexity of a destination, telling stories through striking imagery and content carefully tailored to the target audience.
Larger format coffee-table-style books serve another purpose, raising prestige and allowing stories to become a longer-term presence in the reader’s life, beyond the interests of a single journey.