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Gift wrapping for the package
Page 65
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THE WIDE range of good graphic design now on show on travel agents' display stands imposes other demands on the operator. He must publicise his tours as well as every other tour company, for the customer in the' High Street won't make any allowances for the size of the business.
The customer wants a holiday from anyone prepared to sell him one, and he'll judge its appeal — initially — by the wrappings in which it is offered.
It just is not worthwhile leaving brochure production to the printer round the corner, even if his estimate for the job does seem more attractive. A professional advertising agency has access to many markets and knows not only the technique of producing material, but is also able to keep abreast of current advertising trends. _ Good liaison is needed between operator and advertising agency from as early a date as possible. They should agree about the size and design of the brochures and order sufficient paper at that time.
As soon as the tours programme is finalised, usually around late summer each year, the detailed copy should be sent to the agency, and forwarded to printers.
The design work on the brochure is handled by studio staff, and any corrections which need to be made to the text can be spotted on at least two opportunities before the work is completed.
Naturally, the least number of changes the better for ease of production, but often the operator is powerless to do anything. Such last-minute changes as decisions by hotels to cease to accept tours bookings can throw an entire tours programme into disarray at the last minute.
It is also advantageous to use freelance photographers (hired by the operator) who have sufficient time available to photograph hotels and points of interest in good weather. Better a good picture which appears in several companies' literature than one which is yours alone, but shrouded in mist and rain.
One word of warning, though. Advertising agencies do charge for the work which they do and it is only sensible to agree a budget in advance before allowing the cost of the publicity -exercise to run away with itself.
Freelance artists, with the expertise of the professional agencies, but without their heavy overheads are also prepared to handle the sort of publicity material which a coach operator needs. It might be difficult for an operator to find one, but he could combine low cost with quality if he does.
• by Alan Millar