Autumn/Winter 2021 Brochures
Following on from the Summer 2021 Brochures for Johnsons Coaches, I did the next group in the 'family of brochures' for Autumn, Winter & Spring 2021/2022.
This brochure was launched during the Covid-19 pandemic so it really was a sink or swim situation for the company with this launch. I conducted market research to ensure the most reasonable costs in printing, reviewed the numbers to ensure that there was no wastage and brochures weren't sent to the wrong type of client, and so forth.
This brochure was printed by a different printer to the Summer 2021 brochures and the quality of the print drastically improved.
The holidays brochure was an 84 page brochure, one of the largest winter brochures ever produced by Johnsons. All of the imagery was sourced by myself through Adobe Stock Images and the brochure itself was created using the Adobe Creative Suite.
The brochures have the same front cover layouts as the summer 2021 brochures to keep it within the branding for the year. Colours and images have been changed however to differentiate between the seasons.
The holidays, short breaks and excursions in the brochure were put together by the tour operations team. The text gets forward onto myself where I set the pages, source the images and design the entirety of the brochures.
The winter holidays brochure can be viewed here, the great breaks brochure can be viewed here and the day excursions brochure can be viewed here.
To do this kind of project it takes several months during which I have to plan my time effectively for the design, the proof reading, the costings and the other concepts to do with the launch.
Following the design of the brochure, the next few weeks are spent preparing for the brochure launch. Due to the CMS system of the website, each holiday, short break and day trip has to be individually loaded onto the website. In addition, I then have to plan and produce the appropriate e-shots, social media and local advertisements for the brochure launch.
For a brochure launch, all aspects of advertising are key in the success of the bookings. Due to the risky time that this brochure was launched, we had to 'up our game' and make sure all bases were covered to maximise profits during a pandemic.
The winter brochure is launched during the early summer months, so another marketing push is always required as we approach Christmas to get extra festive bookings. Christmas is not normally a time that people think about until Autumn, so a push is always needed during this period. The Christmas push involves direct mails to customers who have previously booked a Christmas holiday or day trip but not this year, our top bookers and our loyalty club. We also do social media campaigns for our festive programme throughout Autumn to boost numbers. Weekly e-shots go out to our entire database boosting the Christmas programme as well.