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

Next Page: Fetch Enterprises

SILVER: Print Channel

Fetch Enterprises, Fetchdog, Ho Ho Holiday 2008

Unless you’re made of stone (or just really, really hate cute dogs), you simply can’t resist Fetchdog’s adorable front cover. The fluffy white dog wearing a Santa hat immediately attracts the reader; once inside, dog owners won’t be able to put this catalog down. That’s in part how Fetchdog fetched the Silver Award.

WHY IT WON A SILVER AWARD: “It is about as much fun as you will find in a pet catalog,” one judge said. Besides its great photography — which truly captures why people love their pets — this catalog earned praise for its merchandise selection, copy, design and marketing.

“I really enjoyed the fun voice of the copy,” said one judge. “It made reading through the catalog a very entertaining experience. I loved the ‘meet the tester’ pet profile components.”

WHY IT DIDN’T WIN A GOLD AWARD: The stray items running through the center of the spread “just made the pages look cluttered,” said one judge. The catalog’s organization also needs some work, said a judge. “Why put the dog beds with leashes?” — JT

Director: Gretchen Kruysman

Designer/creative director: David Puelle

Copywriters: Dan Edwards, Jeff Ryan

Photographer/illustrator: Dennis Welsh, Macomber Studio

Printer/color separator/prepress provider: R.R. Donnelley

List broker: Millard Group

Consultant: The Mark Lee Group

Partner Content

Hincapie Sportswear Finds Omnichannel Success in the Cloud - Netsuite
For more and more companies, a cloud-based unified data solution is the way to make this happen. Custom cycling apparel maker Hincapie Sportswear has leveraged this capability to gain greater visibility into revenue streams, turning opportunities into sales more quickly while gaining overall operating efficiency. Download this ecommerce special report from Multichannel Merchant to more.
The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.