After years of being grounded by the pandemic, travelers are once again dreaming of exploration. Today, the hard-hit travel industry is poised for a comeback as vacation-starved Americans schedule trips they’ve delayed for years.
During its height, the pandemic grounded planes, trains, and cruise ships. Air travel was down by 60%, border crossings were down as much as 91%, and the number of trips taken by Americans as a whole dropped 26%, according to the Bureau of Transportation.
Now, as people yearn for far-off, sun-soaked destinations, travel agencies are mailing perfectly-timed brochures that provide the inspiration needed to book a trip.
Shawmut helps World Travel Holdings reach travelers
World Travel Holdings, the nation’s largest cruise agency and award-winning leisure travel company, wanted to connect with eager travelers looking to set sail after a long hiatus.
The brand worked with Shawmut’s Account Executive Joe O’Brien to create a five-panel brochure to encourage travelers to board a cruise ship for a memorable getaway.
With stunning imagery and a relatable message, “The World is Waiting,” the brochure appealed to the senses. Printed with a soft-touch aqueous coating that gave the 6x9 mailer a soft, silky feel, a recipient’s sense of touch was also engaged.
“World Travel Holdings wanted a unique, memorable brochure, which is why we decided to go with a heavier paper, 80lb dull cover stock, and add a coating to it for an impressive feel,” O’Brien said.
The finished piece has a barrel fold with a cover wrap so the recipient can open each panel to reveal more about the cruise line.
“The final product was gorgeous,” World Travel Holdings Kristen Fitzpatrick said. “The look and feel of the brochure was exactly what we were looking for.”
Shawmut printed the brochure in its fully-sustainable 50,000-square-foot facility outside of Boston and mailed it to prospective cruisers all over the U.S.
Working to exceed expectations
As a family-owned commercial printer, Shawmut Communications Group builds relationships with its clients. The result is effective marketing materials that are printed and mailed expeditiously while communicating with the client at every stage.
“Our team’s experience working with Shawmut was fantastic. Joe understood exactly what we were looking for to achieve a high-quality print piece and took extra care in communicating with us every step of the way,” Fitzpatrick said.
As a seasoned account executive at Shawmut, O’Brien says projects like this brochure exemplify a well-orchestrated partnership.
“Working with a client from concept to completion with the intent to produce a truly engaging piece is the ultimate goal,” he said. “The stunning five-panel mailer created for World Travel Holdings is a great example of that."
