At this week's Wisconsin Governor's Conference on Tourism, our friend Peter Greenberg graced the stage as one of the keynote presenters...and seriously challenged the crowd when he said it was time to kill brochures.
To a tourismn crowd? Really? That would be, errr, blasphemy.
But, I can't say that he's wrong. And if you think about it...neither can you.
His point is that brochures can't help but reinforce that destinations are lying...with too-perfectly staged photos and lots of "ests" (biggest, best, largest, quaintest, etc.). And that means we can't be believed.
However much I agree with Peter, there is one place where these brochures still work. And, that would be the racks in hotels. You know...when you check into your hotel at 2 and have some time to kill and no idea where the hell you are?
But, is that a big enough market to warrent the expense?
That's your call.
DMO websites usually have brochures to download. However the older heritage traveler, prefers to get a brochure in the mail! Finding other alternatives to printing and mailing brochures would be a godsend. Printing is a major part of most DMO's budget. I suspect in the not too distant future, websites and social media could certainly significantly supplement the brochures.
Posted by: Jmarshall5004 | March 08, 2012 at 07:59
Interesting point -- but is it time to kill the brochure or just Supplement those perfect picks with an embracing of the more natural, random photos/experiences/events that happen in destinations every day?
@TomMartin
Posted by: Tom Martin | March 08, 2012 at 11:26
The latter would likely meet with Peter's approval, Tom. I think we're all in agreement that some of our past practices are part of the problem. Time to random-ize :)
Posted by: Bill Geist | March 08, 2012 at 11:49