Vermont's Northeast Kingdom Travel Planner and Four-Season Guide Book (to view cover page, click hereClient:Northeast Kingdom Travel & Tourism Association
(NEKTTA)Creative Direction, Design, Project Management, Ad Sales & Production:
Francesca De Lorme, ARTiculate, LLC in collaboration with the NEKTTA marketing committee and NEKTTA office manager, Kelly Belanger, and with assistance from Lara Fors Design
and student interns from the Lyndon State College Graphic & Digital Communications
, Steve Legge
, Vermont Leadership CenterPrinting:
150M; Offset House
, Burlington, VTDetails
This publication is a major project for NEKTTA and the tri-country community that comprises the Northeast Kingdom. This non-profit organization promotes tourism and works to market the region's businesses. It relies on the guidebook to perform several functions: 1. as a marketing or "lure" piece to attract visitors to the area, 2. as a travel planner to provide information to visitors while they are here including maps, lodging, dining and retail business listings, attractions and events, and weather and other critical information; 3. as a guidebook to provide readers with historical, recreational, geographical and regional information, 4. as an advertising tool for local businesses to promote themselves to a wide target market.
In order to fulfill all these functions effectively and cost-efficiently, and give all those involved input into the project, careful planning and management was required. The project involved a large number of photos, over 100 advertisements and hundreds of resource listings organized by specific areas within the region.
After studying the goals, budget, and distribution plans, and analyzing the target market, we met with the NEKTTA Marketing Committee to present our findings and offer recommendations for organizational layout, format, printing and distribution. Our data suggested the parameters important to getting the most benefit out of the publication at the best price: a new size that would fit in the glove box of a car or easily into a purse or bag; cross referencing for advertisers, local areas and listings, content that highlights the NEK area and helps the visitor connect emotionally with the region, inclusion of ample photographs and bright, eye-catching page designs where the photos grab the attention with quick sound bites under the photos to pull the reader into the text.
We created several cover comps based on our evaluation. The requirements for the cover included a design that would show well in distribution racks and compete strongly with other material in the Welcome Centers, be "identifiable" with the NEK "brand" and with the Vermont "brand", and feature either a stunning scenery photo as the key element or feature all four seasons or illustrate the major recreational experiences available to visitors.