The client required a brochure to advertise “Red November”, a month in the Granite Belt district where poppies, wines and ripe berries are a major attraction in the area.

The challenge was to present a brochure that would be inviting to read, and yet satisfy advertising demands sufficiently to finance the project.

Client Fay Helwig had already written some very readable “advertorials” for the major sponsors. We suggested the brochure extend this idea and become a “must have” guide to the area, rather than a long list of advertisers.

The central feature of the brochure is a District Map with colour coded and numbered keys to each of the attractions in the area. The client was delighted with this concept, as were prospective advertisers, who all signed up within days of viewing a rough draft.

Public response to the brochure has been beyond expectation, with many of the attraction operators reporting visitors arriving “map in hand” months prior to the festival date of November. Several thousand people visited the district over the Festival Weekend.

Footnote: the following year, twice as many updated brochures were printed to keep up with demand. Once again, advertising was filled within days.