Consumer Specialty Products, Sales Under $20 Million: Country Walkers

SILVER: Catalog Channel

Country Walkers 2011

One advantage travel marketers have is the photogenic quality of their offerings. Country Walkers didn’t rely solely on photography to do the selling, however. By dedicating the first 14 pages of its 86-page 2011 book to detailing what distinguishes Country Walkers from other travel purveyors, the company walked away with a Silver Award.

WHY IT WON A SILVER AWARD: Yes, the photography was gorgeous, and the layouts, paper stock and production quality showed off the photos to their full, glorious advantage. “The catalog is well designed using consistent grids,” said a judge, “and the photos and graphics keep interest up throughout.”

But the judges heaped praise on the copy as well. For the most part, a full page was devoted to each trip, and in addition to an overview of the itinerary, each page included a map of the route, a boxed section with details including length, price and activity level, and a sidebar calling out highlights. Customer testimonials were sprinkled throughout as well. “The editorial copy sells the brand well,” enthused a judge. “I love how in the beginning of the catalog, spreads are dedicated to difference, authority and a loyalty program.”

WHY IT DIDN’T WIN A GOLD AWARD: “The typeface is the killer here,” said one judge. “The weight should be heavier, maybe a bit larger, and a serif face should be used for easy reading,” the panelist said. “This is a book you want to curl up with and enjoy, not squint at with a bright light and a magnifying glass.” — SC

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