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 Crystal meth addict 'gouged out his eyes and ate them' while high on drug, Australian MP claims
- 2 As a white man, I'm surprised more women aren't tweeting the hashtag #KillAllWhiteMen
- 3 The ten most unequal developed countries in the world
- 4 Saudi Arabia 'seeking to head United Nations Human Rights Council'
- 5 Toddler throws a tantrum at the White House – in front of Barack Obama
As a white man, I'm surprised more women aren't tweeting the hashtag #KillAllWhiteMen
Scotland may have to leave the EU even if it votes to stay in, David Cameron confirms
Report finds that Britain's wages are the most unequal in Europe
Almost a third of school pupils believe 'Muslims are taking over our country', study claims
The day that Britain resigned as a global power
Gay marriage 'Bert and Ernie' cake bakery found guilty of discrimination in Northern Ireland
£24K + Excellent Benefits: Guru Careers: We are seeking an Events Coordinator ...
Salary 42,000: Royal Yachting Association Cymru Wales: The CEO is responsible ...
£35-40k (DOE) + Benefits: Guru Careers: We are seeking a Marketing Communicati...
£40000 - £50000 per annum: Ashdown Group: A growing business that has been ope...