How to develop a new website and suite of brochures for this highly-respected opera, dance and classical music specialist, to increase wider-audience appeal?
Travel for the Arts is one of the UK's leading opera and dance holiday specialists. Research showed that their target audience are sophisticated, well educated and knowledgeable. To fulfil the brief, our aim was to assure prospective customers that Travel for the Arts truly were the experts in their field, whilst at the same time being accessible and inclusive.
Working closely with the client, we appreciated that is very important that potential customers understood that these are fabulous experiences. Ones that can be enjoyed in a friendly and relaxed like-minded group who will have varying degrees of knowledge and experience. Both the website and printed brochures needed to convey the rich nature and splendour of the events attended, whilst the language and layout needed to ensure potential customers would be made to feel welcome; whether they were a first-time solo traveller, or a group with already expert knowledge and expectations.
Consequently both the website and the brochure are extremely rich in photography, showcasing the wonderful experiences and theatre to be found in their trips. The brochures have been designed to feel akin to a program that you might receive at the Opera; setting the tone that the publication is a keep-sake. Packed full of interesting details which go far beyond those that you might traditionally find in a brochure of this sort, and clearly communicating Travel for the Art's expert knowledge. The design look and feel of the website faithfully reflects the same core messaging, and use of rich imagery. The project included a comprehensive Information Architecture process, responsive front-end design and development, CMS integration and training.
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