Why Brochure Advertising

it works

Professional brochure print and distribution programs have proven to be the most cost-effective form of promotion for attractions and businesses targeting the travel market. There is no better way to reach this qualified visitor market than at their hotel stops and visitor centers along their way. Research has proven that travelers regularly make “in route” decisions as to the attractions and destinations they will visit on the current trip.

time tested results

Most major attractions and tourism organizations continue to successfully reach the travel market using professional brochure distribution. Various other forms of promotion have been tried, but none have exceeded the time-tested results achieved by brochures and rack cards. Even today’s internet-savvy travelers regularly select printed materials from display racks in hotels and visitor centers.

travelers expectations

Travelers expect hospitality and tourism literature to be available at their hotel stops. Hotel chains understand the importance of this amenity and many have added brochure displays to their pre-opening checklists. Most hotels will not allow material to be placed at the location unless it is included in an organized and well presented display, typically provided by a brochure distribution company.

current & residual value

Not only do travelers use brochures and rack cards acquired along their way to make decisions about their activities, but travelers take the materials home and do further research to plan activities for future trips. Many attractions and destination marketing organizations now use “lure” brochures and rack cards to direct prospects to their websites for more comprehensive information and booking capabilities.

trackability & performance

Although many attractions and destinations use brochure advertising purely as a branding tool, much success has been achieved through the use of actual coupons and value-added promotions included on the brochures and rack cards. This method provides a means to track the effectiveness of a brochure marketing program. Cost per exposure for brochure programs can also be easily calculated by using hotel room-count and average occupancy rates. In comparing brochures to other forms of print media advertising, brochure programs are typically less expensive than print publications and provide continuous year-round exposure rather than once per issue.