Small Catalog

SILVER: Print Channel

Boundless Journeys, The World's Great Adventures 2008

Adventure travel isn't for everybody. But one look at the Boundlesss Journeys catalog will have you considering a more exciting vacation. The magnificent cover shot shows a lone hiker among the captivating granite mountains of Torres del Paine in Patagonia, Chile. The message is, this could be you.

WHY IT WON A SILVER AWARD: The scenic photography from the cover carries throughout the book. “Gorgeous, it made me want to pack my bags,” one judge said.

You can't sell exotic trips with just pretty pictures, however. Copy is well done and “very evocative,” said another judge, with “lots of good information and salesmanship. A treasure to read and reread.” Overall, the book is “visually rich, yet detailed and easy to navigate. Great job and well executed. Sets the standard for travel catalogs.”

WHY IT DIDN'T WIN A GOLD AWARD: There wasn't much for the judges to criticize, but some questioned the air and land costs. “It is a bit confusing and it's all part of the same journey, so if there is an advantage to the customer, it should be explained,” one panelist said. Added another: “I would have liked to see the prospect letter have more branding so it visually connects with the high-end appeal of the catalog.” — JT

Director: Karen Cleary

Designer: Digital Flannel

Creative director: John Turner

Marketing director: Matt Holmes

Print/production director: Karen Cleary

Copywriters: Karen Cleary, Matt Holmes, Sharon Huntley

Printer/color separator/prepress provider: JS McCarthy Printers

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