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Producing a tourist brochure

Provided by Business Partners Ltd, South Africa's leading investor in SMEs


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A brightly coloured, professional-looking brochure is one of the easiest, cheapest and most effective promotional tools. It tells people about the service you offer and how they can make a booking. So how do you go about creating a tourist brochure?

A tourist brochure has a very specific purpose and there are certain guidelines you can follow to ensure it achieves these goals. Before you start producing yours, look at some examples and how they have been done.

You also have to be clear on what your business aims to achieve, so you understand what the object of your brochure should be. Are you targeting a specific market and if so, how will this impact the focus of your brochure? Once you've answered all these questions, you can get down to designing and producing your brochure.

Brochure content

If writing is not your forte, then it's advisable to hire a professional writer to write the content for you.

Keep it short and sweet. Include a quick description of your business, where you are, how to get there, available facilities/services and most importantly, your contact details. It's best not to list prices, as this means you'll have to print new brochures when the prices change.

When writing the copy, think about how you are fulfilling the customer's needs. Highlight the unique selling points of your product and how this sets you apart from other service providers. Use emotive words, but don't embellish or create a false impression of what you can deliver.

The bottom line is that the majority of tourists are looking for a once-in-a-lifetime experience, so tell them how you can give it to them.

Design hints and tips

If you do not have a huge budget for brochure production, you could design it yourself, but it's important that it looks good and makes the potential customer want to pick it up and read it. Factors to consider are:

  1. Format: No matter how big, small or how many pages your brochure has, the most important point is that one can scan it quickly for the information one needs
  2. Don't try to be too creative about the size of your brochure. They are often put into brochure stands next to a hundred others, so it's best to stick to the standard size: 100mm x 210mm
  3. Use fresh, eye-catching colours, but don't go overboard
  4. Include good quality photos and images that highlight your product or service. Make sure you have permission to use and reproduce these. If necessary, you may want to include a map to give people an idea of where you are
  5. Make the sure the font can be read easily

Source: SATSA

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