Singapore Reimagined
Client: The Traveller
Project: Brand Identity, Brochure Design
Sector: Travel
The Objective
To produce a new “Singapore Reimagined” sales brochure that showcases the best of Singapore as a world class tourist destination. One that positions The Traveller Destination Management (DMC) as the leading, local Singapore based operator who is looking to tap into a post-covid business and FIT traveller market.
As a destination, Singapore continually reinvents itself to attract visitors and offers world leading sustainable, attractions, experiences, hotels and corporate retreats. The brochure needed to capture this eco energy and “passion made possible” approach championed by Singapore Tourism Board (STB), but in a cost-effective way to both showcase and align to the ideals of Singapore.
The Solution
Having managed many conferences and events in Singapore we know from firsthand experience that Singapore never stops evolving. Always reinventing, reshaping striving to be better, but always sustainable, friendly and welcoming. The clearest way to visually present this continually change was with “kaleidoscope” graphic mechanism.
The digital brochure is made up of a number of different chapters, Luxury, Prestige, Paradise, Comfort Stays, Attractions and Experiences. A different “kaleidoscope” was produced for each chapter, highlighting the diversity of the properties and experiences within. Elements of each chapter kaleidoscope were then reconfigured for the front cover image. Besides being visually stunning in 2D, they have potential for future campaign-ability in 3D animations to transform brand engagement further, as we bring the kaleidoscopes to life across social media and targeted email marketing.
Pre-covid, The Traveller brochure was a beautifully printed brochure, costing a small fortune to print and then with ongoing costs as they were distributed by sales teams at MICE events across Europe, Asia, America and Australia. This year, to avoid unnecessary print and courier costs and wastage, the whole brochure was reimagined shifting to 100% digital. By shifting to digital, new dynamic elements like video, click through links and analytics can now be added. 5 Star properties are able to tell their full story, showcasing every element of their unique venue on a single page or spread.
A bold contemporary palette of vivid colours embodies the passion and the prestige associated with each chapter or product group, making for easier identification of what chapter your are in, or product being sold.
Customer engagement can be tracked by The Traveller’s sales and marketing teams to help them grow sales and determine what their “customers” are really interested in - leading to more informed business decision making in the future.
The Outcome
I am writing this testimonial to express my utmost satisfaction and appreciation for the exceptional work done by Dovetail, our chosen design agency. Their expertise and dedication were evident in the creation of our online product brochure, which has been a game-changer for our business.
From the onset, the team at Dovetail demonstrated a deep understanding of our business development and marketing goals. They took the time to understand our vision, our products, and our target audience. The result was a beautifully designed, user-friendly, and engaging online brochure that not only showcased our products but also told our brand story in a compelling way.
The brochure has since become a vital tool in our marketing strategy, significantly boosting our customer engagement and conversion rates. It has also played a crucial role in our business development efforts, helping us attract new business partners.
What sets Dovetail apart, however, is their commitment to sustainability. They understood our desire to reduce our environmental footprint and incorporated this into the design process. The online brochure they created is not only visually stunning but also eco-friendly, aligning perfectly with our sustainability goals.
In conclusion, our experience with Dovetail has been nothing short of excellent. Their professionalism, creativity, and commitment to sustainability have exceeded our expectations. We highly recommend Dovetail to any business seeking a design agency that delivers results while also caring for our planet.
Yvonne Low, Executive Director The Traveller DMC.
Dovetail Brand Engagement are a dynamic branding agency in Melbourne and based Perth, who are also experts in Human Resources. They combine and align the power of both “brand and culture” to transform Australian & International businesses to the next level. If you would like to find out more about how we could “redefine your brand” please click here.