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A look at the front cover and inside gatefold of our January 2023 catalog.

2023 Annual Catalog: Inspiring Global Adventures

Managed the 2023 annual travel catalog, driving bookings with a comprehensive direct mail campaign. Oversaw design, content, and production.

Goals & Challenges

The primary goal was to capitalize on the post-holiday travel planning season by delivering a comprehensive catalog of our global tours directly to potential customers. We aimed to drive conversions and increase engagement by showcasing our expertise and inspiring travel.

Challenges included managing a complex project timeline, ensuring brand consistency with a new catalog template, and accurately measuring the impact of direct mail in a multi-channel marketing environment.

My Role

I was responsible for the end-to-end management of the 2023 annual travel catalog project. My responsibilities included:

  •  Project Management & Coordination:
    • Developed and managed the project timeline, ensuring all milestones were met.
    • Served as the primary liaison between internal teams and the external designer.
    • Approved final proofs for design, pagination, and print production.
  • Content Creation & Curation:
    • Collaborated with the designer to create a new catalog template aligning with the updated brand aesthetic.
    • Developed all catalog content, including compelling copywriting for tour descriptions and promotional offers.
    • Sourced and curated high-quality stock imagery to visually enhance the catalog.
    • Integrated traveler testimonials and user-generated content (UGC) to build trust and authenticity.
  • Quality Assurance & Proofing:
    • Oversaw the proofing process, meticulously reviewing digital and physical color proofs for accuracy.
    • Ensured the catalog maintained a high standard of quality and brand consistency.
  • Performance Tracking:
    • Created custom URLs for QR codes, and unique promo codes to track engagement and measure direct mail effectiveness.

Execution

The 54-page catalog was designed to be visually appealing and informative, showcasing a wide range of global tours and destinations. We incorporated engaging content, including traveler stories and company news, to captivate our audience.

The front and back covers of the January 2023 catalog. The front cover features Machu Picchu and an offer. The back cover features a traveler photo from Jordan and a QR code that links to our Facebook Group.
The inside cover featuring a traveler photo taken at Machu Picchu, letter from our co-Presidents, and the table of contents.
A look at the gatefold inside the front cover. To the left is a map of the world with the different countries we visit highlighted in color. To the right is our table of contents.
Features one page focused on the benefits of traveling with smarTours, and a second page highlighting updates for our travelers.
Showcases snapshots our Flavors of Italy and our Flavors of Portugal & Spain tours.
A catalog spread providing an overview of a tour to Egypt. On the photo of the Sphinx is the 2022 Travelers' Choice Award logo from Tripadvisor.
An excerpt from our catalog providing an overview of our Amazing Thailand tour.

Results

The direct mail campaign significantly boosted bookings, demonstrating a 38% incremental lift compared to the control group. This outperformed the digital ad group’s 17% lift. The high percentage of email subscribers among purchasers reinforced the importance of integrating email marketing with direct mail.

While only 5% of bookings used the unique promo code, the catalog effectively drove traffic to the website, leading to increased overall conversions.

Key Skills

Content Creation, Copywriting, Cross-Functional Collaboration, Project Management, Proofreading

Tools

Google Workspace