Reinforcing the presence of legitimacy within the brand requires a juxtaposition of print and digital marketing as printed collateral is presumed more legitimate in the sense it is physical and can be interacted with. To implement this sense of tangible collateral I chose to create a small pocket guide that is a print alternative to explain the brands service to consumers in a short, concise, and colloquial delivery method. The pocket guide can act as a point of sale information guide that is a free resource used to develop the brand awareness and personality. The environment for this collateral includes travel agents and airports where travel information is particularly relevant evoking a more relevant audience engagement.
Exploring the logistics of this further I began to generate a rough plan for the content of the pocket guide to include the most essential information to provide its audience with a concise and relevant understanding of the brand and its service. This initial content consisted of:
- Concept - Articulate the brands service
- Process - Describing exactly how the service works
- Security - Articulating the users information will be safe and protected
- Service - Suggesting the efficient and professional service provided
- Campaign - Linking the pocket guide to the Wander travel diaries campaign utilising this as a way finding method to link the paper guide to digital campaign.
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