Travel: Brochure of the week
Sunday 28 June 1998
STA grandly announces itself as the world leader in young independent travel, its brochure is glossy (in an unpretentious way, of course) and bursting with colour. It isn't too confusing as the important bits (the prices) jump out at you. Areas are neatly sliced into manageable travel- and-tour deals. STA concentrates on its products, presenting itself as a kind of global supermarket, with flights on "seasonal special offer" and insurance by the check-out.
The authors of both brochures make strenuous efforts to show that they are just like us - us being twentysomethings who want to take the chance before it's too late. Bridge the World - a young company - manages to set itself out as the plucky alternative to its competitors. Their brochure, "The Spirit of Travel", talks of "travel possibilities" and there is an emphasis on the trip being "yours to arrange".
Basically, the brochure presents itself as a starter-pack for the aspiring long-term backpacker. The graphics are a homely black and blue, though the layout can get a bit monotonous, with advice boxes and token snapshots making all continents look roughly the same. Rather like a school options paper, it outlines possible routes, a, b and c (in this case, the Darwin, Golden Hind and Columbus). Considering that whole continents are dealt with in a couple of pages, the booklet does pretty well in giving us the bare basics of travelling practicalities while sneakily slipping in package tours for the less confident.
The fine line that both brochures are treading is to reassure us that we are doing something safe, while persuading us that we are also doing something exciting. The art of travel PR in a nutshell.
Ground Level, STA Travel: 0171-361 6166; The Spirit of Travel, Bridge the World: 0171-911 0900.
The Independent travel offers: Discover a world of inspiring destinations
- 1 Keira Knightley topless: Usually conservative actress does own take on #Freethenipple campaign for Interview Magazine
- 2 Oil tanker with $100 million cargo goes missing off Texas coast
- 3 George Galloway left with severe bruising after attack in Notting Hill by man 'shouting about the Holocaust'
- 4 Lady al-Qa’ida: On the trail of Dr Aafia Siddiqui, the world’s most wanted prisoner
- 5 A teacher speaks out: 'I'm effectively being forced out of a career that I wanted to love'
Robin Williams Emmys tribute led by Billy Crystal criticised for including 'racist' joke about Muslim woman
The Rotherham child abuse scandal is a tale of apologists, misogyny and double standards
What do immigrants really think of Britain? Polish immigrant's Reddit post goes viral
Scottish independence TV debate: Pumped-up Alex Salmond bounces back in bruising second round against Alistair Darling
Do you realise just how foolish the UK looks?
With Douglas Carswell joining Ukip, my party has taken another giant step forward
- < Previous
- Next >
£30 - 35k + Uncapped Comission (£70k Y1 OTE): Guru Careers: A Business Develop...
£18k + Uncapped Commission (£60k Y1 OTE): Guru Careers: A Graduate Sales Exe...
£25 - 60k (DOE): Guru Careers: A Web Developer / Software Developer is needed ...
£6000 - £50000 per annum + Bonus+Benefits+Package: Harrington Starr: Oracle 11...