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 Cecil the lion: Dentist Walter Palmer blames local guides in Zimbabwe for the scandal
- 2 Kate Winslet thanked 'particularly horrible' girl who bullied her at school after Titanic success
- 3 Norwich paedophile ring: Woman at centre of gang who made children 'sexual play things' guilty of 23 offences
- 4 Black and ethnic minority people twice as likely to be hit by Tory cuts than white people, report finds
- 5 Walter Palmer: Cecil the lion killer revealed to be American dentist
Labour leadership contender Jeremy Corbyn says 'we can learn a great deal from Karl Marx'
Yvette Cooper: Our choice is years of Tory rule under Jeremy Corbyn – or a return to a Labour government
The last thing Labour needs is a leader like Jeremy Corbyn who people want to vote for
I am the Jeremy Corbyn supporter that many will tell you doesn't exist
Public anger after French sunbather beaten up by gang for wearing a bikini in Reims park
Labour leadership: New poll shows party is now even 'less electable' than under Ed Miliband
COMPETITIVE: Guru Careers: A Product Manager / Product Owner is required to jo...
£25k plus Benefits: Guru Careers: A Carpenter and Maintenance Operator is need...
£17600 per annum: Recruitment Genius: This museum cares for one of the largest...
£12500 - £24500 per annum: Recruitment Genius: Drivers wanted for a family run...