Investigating Specialist Practice: Digital Portfolio on Tourism Brochure Design for London

This digital portfolio investigates the branding element of tourism brochure design for London. The final design outcome is an appealing and accessible digital brochure that celebrates the tourism history and attractions of the city. The purpose of informing, engaging, and persuading the consumer is done effectively with the help of concise information, spectacular imagery, and effective format. The brochure is consistent in terms of using a specific color scheme, type of content, and reliance on visual information for persuading the consumer. The branding elements including the logo, the website at which more information can be gained along with the data about nearest locations at which services of the hospitality travel and tourism company are available. In this way, it fulfills its objective of promoting the brand of the company, increasing online sale and interaction along with competitiveness.

Investigating
Specialist Practice
DIGITAL
PORTFOLIO

http://www.free-powerpoint-templates-design.com
Step 2: Introduction
The selected professional pathway chosen for this investigation
is Hospitality (BA HONS) and the concept is about branding.
Furthermore, the chosen area of creative specialism for this
research is tourism brochure design. The concept of branding is
crucial for success of hospitality organization specifically the
ones engaged in travel and tourism sub sector because it attracts
travellers by promoting the benefits of specific establishment or
destination effectively (Avila-Robinson and Wakabayashi, 2018).
Final design of this business project is of appealing tourism
brochure for London.

Step 3: Mind Map 1
Hospitality (BA HONS)
Branding
Promise
Competitive
edge
Higher brand
recognition Compelling
Content
Attractive
Cover
Elements of
branding
Hospitality service
types
Role of
branding
Tourism
Brochure
Position
Event and
meetings
Food and
Beverage
Lodging
Travel and
Tourism
Personality
Traits
Story
Travel and
tourism
Transportation
Increase
online sale
Association
Tour
Operators
Travel
agency

Step 4: Mind Map 1

The brochure is consistent in
terms of suing specific colour
scheme, type of content and
reliance on visual information
for persuading the consumer.
Marketing consistency helps
build the public perception of the
brand (Xu, Huang and
Whitmarsh, 2020).
.
The sections of
this brochure
are clearly
divided with
usage of
effective visual
elements
including
images and
different colours
to helps the
consumer intake
information and
navigate the
different parts
of the brochure.
This three section brochure effectively communicates the
branding element to the consumer and offers them relevant
content as to why the consumer should chose them over
others. Traditionally brochures have three sections to
make them compact (Rainoldi and et. al., 2018).
The branding elements including the logo, the website at which more
information can be gained along with the data about nearest locations at
which services of the hospitality travel and tourism company are available. In
this way it fulfils its objective of promoting brand of the company, increasing
online sale and interaction along with competitiveness.
Step 5: Secondary Research

Step 6: Final Mind Map
Tourism Brochure
design
Simplicity
To
persuade
To Inform
To engage
Font
Content
Visual
Data
Formatting
Purpose
Elements
Characteristics
Digital tourism
Brochure
Digital
accessibility
Educational Call to
Action
Consistency

Step 7: Research
The Brochure for Paris
tourisms is simplistic yet
detailed carrying every data
that the consumer might
want to know. Tourism
marketing needs to be
informational (Mulet-
Forteza and et. al., 2018).
The content of the digital
brochure is clear and directs
the viewer to online links
through which appropriate
The purpose of informing, engaging and persuading the
consumer is doe effectively with the help of concise
information, spectacular imagery and effective format.
The map data offered in the brochure engages the
consumer while the detailed and specific data is helpful
in persuading and informing the consumer.
Consistency in the type of branding style
which is of sophistication and call to action
with the help of prices for touring the city at
different times are listed in this brochure. It is
educational as it provides the consumer data
about electing right dinging and time for
visiting the city.
This digital brochure is accessible through the internet
and also provides information supporting digital
engagement. Consumer interaction with the company is
supported through engaging promotional material online
(Sharma and Sarmah, 2019). Its font size is appropriate
and the formatting of map images and textual data is

Step 8: Final Mood Board

Step 9: 3 Key References Images
Annotation: The present digital Brochure for Ritz
Carlton yacht is more focused on aesthetics and inviting
the consumer to the cruise tourism environment instead
of being strictly educational or informational. In the
current age most information is shared visually instead
of text which has led to brands depending more on
visuals instead of content in their marketing material
(Styvén and et. al., 2022). Here high definition images
and compelling content is used to transport the
consumer to the environment of the cruise s that the can
be persuaded to click the below link to Ritz Carlton
yacht and take action of purchasing the services.
Additional information could have been added to ensure
that consumers get brand specific information
Reference Image 1
Source: The Ritz-Carlton Yacht Collection, 2022.

Step 9: 3 Key References Images
Annotation: This is a very good example
of branding through tourism brochure.
Here digital graphics, textual data and
catchy tagline are used to persuade the
consumers so that they visit the rock
resorts. It is simplistic informational with
creative use of font, formatting and
content. It engages informs and
persuades consumers through stand out
content and effective consistency. The
area for improvement is including call to
action by adding communication
information about the brand. Hospitality
sales depend on call to action because it
increases direct bookings (Dhiman and
Arora, 2020).
Reference Image 2
Source: Rock Resorts, 2022

Step 9: 3 Key References Images
Annotation: This is suitable tourism
Brochure for Dubai because it provides
accurate information and persuasive
arguments for visiting the region. The
formatting and visual imagery also creates
a specific exotic brand image for the city.
Foreign tour and travelling (Lin, Chiang
and Wu, 2018) locations require destination
specific branding to attract international
travellers. Finally, the dessert attractions of
the Dubai travel and tourism are also
effectively showcased and branded with the
help of this brochure. The only area which
could have been improved is reducing the
text to bullet points to make it look less
cluttered.

Awesome
Presentation
Step 10: Statement of Intent
It is understood from the secondary research done on the purpose
characteristics and elements of brochure and digital brochure the
intention of this business project is to prepare and appealing and
accessible digital brochure for London Tourism. The final
outcome includes a unique and sophisticated brochure about
London tourism which is digitally accessible and celebrates the
tourism history and attractions of the city. In this the final design
outcome of this project will offer a tourism brochure for London
tourism which supports its global branding after considering
different aspects of brochure design and the purpose of tourism
branding.

Step 11: Final Design Outcome
In this digital tourism
Brochure for London, the
branding chosen for London
tourism is historical and
meaningful tourism the city
has to offer. London is one of
the oldest places where
civilization settled with many
historical places (Panayi,
2020). It is directed towards
creating meaningful tourism
branding through mention of
historical places
It is digitally accessible
brochure which could be
used in social media
campaigns with clear
data and imagery.
The brochure informs consumer by providing its of dining, accommodation and tourism spots in
the city along with interesting fact. Several factors are used to engage the consumer such as visual
imagery taking the consumer to the city and the mention of online links along with call to action
through which they can purchase holiday packages to the city. Finally the emphasis on historical
legacy of London through quotations , data and images helps persuade the consumer experience the
iconic tourism experience London has to offer.
The brochure is consistent focusing on
historical facts,, data and images of
monuments. It is also educational as it
informs consumer about historical legacy of
London.
Here the overall design of the brochure is
simple with use of bullet points and muted
colours. It is effective because both visual
and textual data is provided in the
brochure. The font size is changed on the
basis of different elements which helps the
consumer easily read the brochure and
follow the branding it is presenting to the
consumer.

Part 12 : Evaluation Report
How did the mind maps and mood boards help you to develop your ideas?
I applied the mind maps to extend the main concept and determine the different ways in which brochure design can be used to promote
tourism branding. Mind map helps individuals brainstorm on various concepts and ideas (Megawati, Yuliwati and Harimurti, 2021).
Mood boards helped me visual my final design outcome and get inspired by different brochure design to prepare final outcome.
What part of this project if any did not work well for you?
. I believe that the project could have been improved by adding better visual elements such as clipart’s and moving images so that it can
be used as branding material for social media marketing campaigns also. It could have also been improved if any social media hash tags
were added to increase consumer engagement. n the current age branding is largely dependent on social media marketing as it helps
directly communicate with the consumer (Bastiaansen and et. al., 2022).
How did the research and investigation effect your final design outcome?
My final design outcome was informed by secondary research as I understood about the different elements and characteristics of final
design along with various brand examples of ways to develop creative brochure design.

BibliographyBooks and Journals
Avila-Robinson, A. and Wakabayashi, N., 2018. Changes in the structures and directions of destination management and marketing research: A bibliometric mapping study, 2005–
2016. Journal of Destination Marketing & Management, 10. pp.101-111.
Bastiaansen and et. al., 2022. Emotion measurement in tourism destination marketing: A comparative electroencephalographic and behavioral study. Journal of Travel Research, 61(2).
pp.252-264.
Dhiman, P. and Arora, S., 2020. A conceptual framework for identifying key employee branding dimensions: A study of hospitality industry. Journal of Innovation & Knowledge, 5(3).
pp.200-209.
Lin, M. Y., Chiang, C. F. and Wu, K. P., 2018. How hospitality and tourism students choose careers: Influences of employer branding and applicants’ customer orientation. Journal of
Hospitality & Tourism Education, 30(4). pp.229-240.
Megawati, M., Yuliwati, Y. and Harimurti, E. R., 2021. The Effect Mind Mapping Technique And Vocabulary Mastery On Student’s Writing Skill. Journal of English Educational Study
(JEES), 4(1). pp.1-10.
Mulet-Forteza and et. al., 2018. Twenty five years of the Journal of Travel & Tourism Marketing: A bibliometric ranking. Journal of Travel & Tourism Marketing, 35(9). pp.1201-1221.
Panayi, P., 2020. Migrant city: a new history of London. Yale University Press.
Rainoldi and et. al., 2018. Virtual reality: an innovative tool in destinations’ marketing. The Gaze: Journal of Tourism and Hospitality, 9. pp.53-68.
Sharma, N. and Sarmah, B., 2019. Consumer engagement in village eco-tourism: A case of the cleanest village in Asia–Mawlynnong. Journal of Global Scholars of Marketing
Science, 29(2). pp.248-265.
Styvén and et. al., 2022. Employee perceptions of employers’ creativity and innovation: Implications for employer attractiveness and branding in tourism and hospitality. Journal of
Business Research, 141. pp.290-298.
Xu, F., Huang, L. and Whitmarsh, L., 2020. Home and away: Cross-contextual consistency in tourists’ pro-environmental behavior. Journal of Sustainable Tourism, 28(10). pp.1443-1459.
Online
Brochures Dubai by Moulis, 2017. [Online] Available through <https://gulfretail.com/directory/brochures-dubai-by-moulis/>
Rock Resorts, 2022. [Online] Available Through <https://www.adsoftheworld.com/campaigns/be-longing>
The Ritz-Carlton Yacht Collection, 2022. [Online] Available through <https://www.ritzcarltonyachtcollection.com/ebrochure >

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