Page 228 - Tourism The International Business

10. Tourism promotion

Outdoor signs. There are two types of outdoor signs—billboards and transit signs. Billboards are placed along
highways and at places where there is a high concentration of people. Transit signs are to be found on the sides of
vehicles, such as buses.

Outdoor signs offer good geographic selectivity and low cost. However, they are limited in the amount of
information that can be taken in by passing motorists. Additionally, there are increased restrictions on their use
owing to laws regulating their placement.
To be most effective the message should be short, have high visual impact, and should be repeated.
Community attractions literature. Community attractions literature, often called collateral material,
consists of brochures, pamphlets, maps, and directories. They can be promotional, informational, and directional.
Brochures should contain the following information: 27

• identification of the facility, including the logo;
• descriptive facts on the facility;
• directions on how to get there;
• a map with commutation times;
• address and phone number;
• person to contact for more information;

• amenities within the facility;
• nearby attractions and items of interest to the visitor;
• transportation information.
The cover is the most important part of the brochure. Most people read only the headline in an advertisement or

the cover of a brochure. To get the reader into your message, the cover must attract attention. The cover should
contain:
• the name and location;
• the selling message;
• a consumer benefit;
• an identification of the target audience.
Next to the cover photo, captions are the best-read part of the brochure. Make sure that captions sell the

personality and the unique features of the facility or destination.
People like to see other people. In the photographs, include pictures of guests enjoying themselves. The
exception to this rule is food. Readers prefer seeing close-up pictures of the finished dish.
Directory advertising. There are over 5,000 different reference directories ranging from the Yellow Pages to
specialized listings. Operators or destinations often undertake directory advertising because "everyone else does it".
The decision to be listed or not should be based on an analysis of the business brought in from the listing compared
to the cost involved.

Travel videos. The recent increase in the number of households with VCRs (videocassette recorder) has
offered a new opportunity for promoting tourism, the travel video. Some destinations will, for a small refundable
deposit, send a video to interested customers. The video, viewed in the comfort of one's home, can be an effective
sales tool. Promotional pieces can be repeated, and the noise level is low because the potential tourist has requested

27 Ibid. p. 130.

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