How to Reach More Visitors for Less Cost with Smarter In-Destination Brochures

Compact formats, digital connections and targeted distribution can put your tourism message in front of more visitors.

In-destination must capture visitors’ attention while they are nearby and deciding what to do next.

That does not always require a large brochure. A more compact format can cost less, allow more copies to be printed and extend the reach of a campaign. Connecting it to digital content and distributing it through the right network can increase its value further.

Brochures Do Not Have to Be Bulky

For many in-destination campaigns, a compact rack card can be more effective than a multi-page brochure.

A DL card measures just 99 × 210 mm. It provides enough space for a strong image, persuasive message and practical information, while being more economical to print and easy to display.

It is also easy for visitors to carry in a pocket, handbag or day bag. This increases the likelihood that they will keep it, refer to it later or share it with someone else.

A smaller format can mean:

• Lower design and printing costs.
• More copies from the available budget.
• Greater distribution reach.
• Easier storage and replenishment.
• A clearer, more focused message.
• Greater brochure retention

The card does not need to tell the entire story. Its job is to create interest and make the next step easy.

Design the Card for the Display and the Right Targets

Print creates discovery, introducing visitors to attractions and experiences they may not otherwise find. Digital can then provide opening hours, prices, availability, directions, videos and online booking.

Give visitors several ways to act:

• Visit a clearly displayed website address.
• Scan a QR code.
• Call a phone number.
• Follow directions or visit the business.

The web address should remain prominent rather than being overshadowed by the QR code. Some visitors will scan; others will type the address, search for the business or remember the web address for later.

Link the QR code directly to the most relevant mobile-friendly page, not simply to a general homepage. Give visitors a clear reason to scan, such as checking opening times, getting directions or booking a visit.

Print creates the interest. Digital provides the detail and helps turn that interest into action.

Extend Reach Through Smarter Distribution

Printing more for less creates the opportunity to extend a campaign, but distribution determines who sees it.

Glance provides access to an established network of brochure displays in selected counties, including high-footfall visitor locations. Businesses can choose the distribution area most relevant to them, helping their print reach visitors who are already exploring or making plans.

Glance also distributes, replenishes and merchandises the print throughout the season. This helps keep the brochure visible and available without the business having to manage individual distribution points.

Rather than simply placing brochures wherever space can be found, a managed network provides a more focused and cost-effective route to the in-destination visitor.

The Glance View – Make the Budget and Brochures Work Harder

An effective in-destination campaign does not need to be complicated.

Glance can design, print and distribute a compact DL card as one cost-effective package.

It keeps costs down, extends reach and connects visitors to fuller digital content while they are deciding what to do next.

Smarter formats reduce costs. Connected content encourages action. Targeted distribution extends reach and delivers business.