Tourismus Zentrale Saarland
Destinations

Saarland Catalogue Production for Germany, the Netherlands and Great Britain 2008

Background
It is not possible to conduct efficient marketing without a target-group-specific approach. Following this premise, the Saarland Tourist Office each year issues information brochures on specific topics chosen from the main tourist attractions of the Saarland (premium hiking and cycling, culinary trips, culture and fitness breaks). To the prospective holidaymaker, these provide a comprehensive picture of activities available in the Saarland and also include detailed holiday arrangements. But how can you arouse and engage the interest of the reader in the subject by means of a brochure?


Target Group
End consumers

Task
The main emphasis was placed on working out a new layout presenting the information in a clear and attractive way. When choosing design and paper, the main concern was a higher-quality appearance of the brochures, corresponding to the premium holidays on offer by the Saarland. In addition, the graphic concept had to be adapted with a view of the different target markets (Germany, Netherlands, Great Britain).

The existing editorial concept was to be revised so that readers could easily find their way through the individual brochures and to make the process of getting started on a new subject more appealing.


Solution
A layout using bold colours and offering a harmoniously balanced mixture of images and copy interspersed with modern graphic elements invite the reader to explore all holidays on offer. The high-quality photo paper chosen brings out the images and puts an emphasis on the pictorial message.

For the main German-market brochures, the existing editorial concept (hiking, cycling, culinary) was enhanced by opening news pages and personal accounts at the beginning of each chapter. Adding a personal touch, top-quality copy and large photo galleries introduce readers to the subject, inviting them to further explore the various facets of the Saarland.




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