The striking blue photo on the cover of the Wilderness Travel catalog of penguins underwater is a “home run,” praised one judge. This Silver Award-winning cataloger comes up with covers “so exciting or beautiful, you want to frame them,” said another panelist. While a few of the judges suggested that the catalog’s front cover does not convey what the company sells, one panelist pointed out that the back cover instantly communicates the assortment of trips that the company has to offer.
The selection of travel packages is extensive and compelling. “Not only are the locations exotic,” said a judge, “but the descriptions and photos make you want to be there.” And prospective customers who might feel nervous about planning a trip would instantly be put at ease by the amount of information, including maps, photos, quotes, and trip descriptions, packed into the catalog.
Each stage of a trip is set apart by copy blocks. For example, the Medieval Hilltowns of Italy spread begins with a copy block for Pisa/Volterra, and then offers another for San Gimignano. And judges liked the layout, which includes maps of the regions to be visited. “The maps are a good support for copy,” said one judge. As for that copy, it captures the essence of each locale. For instance: “Our overnights in Siena give us time to appreciate its flamboyant collection of medieval buildings of rich brown (sienna) brick, its dazzling cathedral, and the vibrant scene in the café-lined Campo, still the heart of Sienese life.” And judges loved that customer comments are included in each spread.
In addition to compelling copy, Wilderness Travel’s “breathtaking” photography drew rave reviews. “It made me feel as if I could reach out and touch the nature,” said one panelist. The “gorgeous” feature shots are enhanced by the catalog’s design; layouts are organized, yet dense with information. “The huge amount of information is brilliantly managed through headlines, subheads, detail boxes, quotes in color type, and maps,” said a judge. Another panelist, however, deemed the catalog’s fanciful illustrations “weak and unnecessary.”
Wilderness Travel’s service reaped solid scores from the panel, although the company’s “Release of Liability and Assumption of All Risks” is a little “scary,” said one judge. And another judge thought the catalog’s customer service could have been improved upon, considering the average order price: “It seems more time and effort could be spent on hand-holding a $5,500 average order.”
Nontheless, “Wilderness Travel is in the business of making dreams come true,” said one panelist. Another judge summed up the catalog this way: “beautifully produced and a keeper.”
Wilderness Travel
1102 Ninth St.
Berkeley, CA 94710
510-558-2488
www.wildernesstravel.com
Company founded/catalog
launched: 1978
Director: Bill Abbott
Director/marketing manager:
Barbara Banks-Altekruse
Designers: Emily Ahlvin,
Krystie Bonzelet
Copywriter: Pamela Shandrick
Printer/color separator: C & C Offset
Printing Co.
Cover paper: 250 GSM
Text paper: 115 GSM
Number of pages: 124
Trim size: 12″ × 10″