Tourism Print Pieces
In 2020, I partnered with a Chamber of Commerce to write content for a printed directory and fold-out map highlighting community destinations, businesses, and resources. (“The Book” and “The Map” were mandated names, unfortunately.) The pieces were aimed at driving both tourism and locals' patronage during a very challenging time.
I wrote aspirational but authentic introductions, created resonant category labels, and navigated tricky direction and feedback for months. The Chamber ultimately placed thousands of maps in local establishments and mailed the directory to all community households. (If only I’d gotten to proofread.)
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The 9.5” x 6,” 40-page directory featured beautiful photography by my creative collaborator Elise Giordano.
My introduction needed to do multiple jobs, as prescribed by the Chamber and its president: acknowledge the struggles brought about by the pandemic; appease islanders who were anxious about tourism; intrigue and inspire visitors; and highlight the community’s humanity as well as its commerce.
Given all of that, I employed a respectful, hopeful tone and spoke to everyone without patronizing anyone.
I chose four categories for everything Vashon’s community offered: Stay, Savor, Play and Live. I pushed to present these active labels in that order to lend a logical progression to the usage of the directory. They were applied in both print pieces and on the Chamber website.
“The Map” echoed the look and feel of “The Book” and was meant to be unfolded (to about 22” x 17”) on dashboards and picnic tables and ferry riders’ laps.
My introduction for this piece complemented its way-finding purpose with an inviting, inclusive tone. I incorporated visual and tactile language to paint a landscape that enticed visitors and underscored residents’ sense of belonging.
“It takes an island” would soon become a Vashon tagline and snazzy custom decals of the phrase would appear on storefronts everywhere.
How I would have loved to proofread what the Chamber sent the printer! But I was not given the chance.
