Funjet Vacations: Lookbook
The story of how engaging content replaced boring brochures.
The Problem
For as long as there have been travel agents, there have been brochures—multi-page books filled with small photos of hotels and short copy in tiny font that attempts to convey the assets of a given location. But nobody read them. These old-school brochures and catalogs weren’t doing a good job of selling incredible destinations and hotels to would-be travelers. Funjet Vacations needed a better idea to engage travelers and inspire them to go, experience, and create memories in the wider world.
The Solution
Funjet realized that this costly sales model needed a reinvention. And Foxtrot was right there with them, leveraging 20 years of experience planning, designing, writing and producing more than 35 different annual brochures. Together, we set out to create something that would give travel agents a useful tool, and that would give travelers what they needed to make informed decisions about their vacation plans.
So, we developed the Funjet Lookbook. Designed to be a cross between a catalog and a coffee-table book, this printed piece was intended as a tool to facilitate conversations between travel agents and their customers. The image-driven book features high-level information about popular vacation destinations, but mostly serves to inspire travelers. Focusing on large, beautiful photography, the Lookbook taps into the reasons why people travel: Adventure, relaxation, time to connect family, time away to reset. Because every trip is as unique as the traveler. And a travel agent, along with Funjet Vacations, is there to inspire—and then help make that inspiration become reality.
The Results
Foxtrot published the second edition of the Lookbook in fall 2018. With a print run of 75,000, the piece has been distributed to thousands of travel agents. It maintained a well-received presence at the annual TMTC Summit, an industry-leading conference for travel agents. And agent feedback has indicated that the piece is incredibly valuable to their customers—far and away outperforming the old style of brochures.