Visit Montgomery Weekend Getaway Guide
Situated next door to Washington, D.C., Montgomery County, Maryland, stands as a vibrant hub, catering to diverse interests with its offerings: exquisite culinary delights, fascinating museums, and thrilling outdoor adventures. However, its travel guide struggled to stand out due to its small size, cluttered pages inundated with ads and inconsistent messaging. Its presence at Welcome Centers throughout the state was subdued amidst a sea of brochures, where muted cover imagery and headlines failed to command attention.
Project For: Visit Montgomery, Maryland
Award: AM&P Excel Award for brochure
Solution
The dimensions of the travel guide were expanded to fit standard magazine racks, with additional pages allocated for inspirational storytelling, impactful imagery, and strategic ad placements. The copy underwent a rewrite to enhance clarity, conciseness, and alignment with the brand's renewed focus on promoting weekend getaways, outdoor activities, and agricultural experiences. Rebranded as the "Weekend Getaway Guide," it now highlights notable communities throughout the county. A new printing company was enlisted to optimize Visit Montgomery's publication budget and streamline fulfillment processes. The selection of Great Falls Overlook serves a dual purpose: to showcase Montgomery County's outdoor active experiences and to commemorate the 50th anniversary of the C&O Canal National Historical Park.
Outcome
The revamped guide, boasting enhanced design and content, resonated positively with visitors, residents, and stakeholders alike. The creative intergration of QR codes throughout the guide encouraged visitors to engage with interactive videos and boosted traffic to the website.
This innovative approach garnered praise and resulted in significant cost savings for the organization, totaling $24,300 in reduced production expenses. Moreover, the guide distribution skyrocketed by an impressive 227.6%, reaching 44,131 guides annually.
These achievements were recognized when the guide clinched the bronze award in the 2020 Association Media & Publishing Excel Awards, underscoring its impact and success.
