Off The Rack

"Striving for perfection in Tourist Brochure Distribution and Production..."

Tips For An Effective Tourist Brochure

For most Tourism businesses your brochure is your most important advertising tool. Customers often decide to buy your product or service based on the standard of the brochure and the information it contains.

Before you start production, ask yourself

  • what are my objectives?
  • who are my customers, and
  • how will I attract and motivate them to buy my product?

When considering the design of your brochure it is essential you get it right! Here are some tips to help you do that:

Big Bold Heading: Your brochure will compete with lots of other brochures in a crowded rack. Use your business name and/or your product name at the top. For example, Mogo Zoo, Redfin Fishing Charters. Big bold type is best!

Positioning of Information: It is very important that all of your vital information is in the top third of your brochure. Sometimes that is all you see in a rack. It is a good idea to also place that info on the top of the back page, in case your brochure gets turned around in the rack.

Unique Selling Features: Determine what they are (based on customer needs and desires) and include them on your brochure.

Size: For proper rack display cards should be DL size (21cm x 10 cm) and brochures should be folded to DL. Anything longer will cause the brochure to flop over, anything wider and the brochure won’t fit into the rack’s individual Perspex pockets.

Paper: Cheap paper makes your business look cheap. Paper stock must be sufficient weight to prevent wilting or drooping in the display rack. Consider using recycled paper for your brochures to help save our environment.

Include Contact Details: List your full mailing address, with postcode. Also, include your area code with your phone number, as brochures are often mailed interstate to potential visitors planning their holiday, and mobile phones require them to enable proper dial up. Include your email and web address for maximum exposure.

Design: Keep it simple and clean. Too much detail can be counter-productive. Coloured photos are great. Include a map, opening hours and contact details. Be wary of listing prices as they may change. Large clear type is a must. It is not necessary to produce a different brochure each holiday season. New tourists visit every year. A good brochure can be timeless.

A Good Map: Your map should be large, accurate and clearly marked. To make sure your map and directions work, test it out before you print it.

Quantities: Order enough brochures to suit your needs, e.g. (a) distributor - check how many you will need for the duration of your contract; and (b) your own distribution (to customers, friends, colleagues).

Save Time and Money: If budget allows, print enough brochures to last at least two years. Printing in small quantities is not economical. You will be amazed at the cost saving. Combining runs with another company printing a brochure of similar size and quantity may save you money. Also try printing off-season. You can benefit enormously from giving your printer your order early allowing them plenty of time to print your brochure.

For quotes & enquiries call Maggie, your local brochure buddy, on 0410 400 297


"I have been designing brochures for 'Off the Rack', working with Maggie who distributes these effectively and professionally. I am impressed by Maggie's dedication, going beyond what is expected".

Bjarni Wark : Bj2design