The relevance of print
Google ‘death of print’ right now and you’ll find plenty of doom-and-gloom evidence of disappearing publications. Turn it around and look at it the other way and it becomes a marketing opportunity. The right piece delivered to the right people is always going to stand out. It says 'Look at me. I’ve made something real. And here it is in your hands.' It’s got presence, weight. It’s tactile. Paper stocks, print finishes, format and binding are all considered in a medium that can only be delivered physically.
Each annual edition of Tresco Times is a celebration of all things print and a chance for Tresco to stand apart from their competitors in an increasingly digital-based marketing world. The project comes into the studio annually and is one we all can’t wait to get stuck into.
The process for each edition starts with an editorial meeting looking at the marketing and core objectives for the year. At this stage the content themes are loose and ideas are quickly thrown around the table as we explore articles that could link back to revenue drivers – key to any hospitality business. This year we included the #MyTresco hashtag to generate more user-driven content digitally and, most importantly, feature it in print. The only downside was the jealous undertones running through the studio as we scrolled through people's holiday experiences. The sunset barbecues on Apple Tree Beach were particularly hard to look at.
Our approach to Tresco’s print and digital material is to focus on the affection the current audience feels towards the island, while highlighting the island’s brand purpose – natural excellence – to potential new visitors. We’re careful to balance the island's offer of luxury accommodation, world-class gardens, locally sourced food and endless activities to their core audience groups and provide a tangible return on investment for all of the design commissioned. It's not pushy or salesy – it contains content that the reader values and evocative images to match. It acts as a talking point, sitting on a coffee table, drawing a curious eye and starting conversations.
A developing design language
As part of the Tresco brand identity, we developed a fluid approach to layout and typography allowing for creative freedom within a carefully considered grid. This same visual rationale follows through into all areas of print and online and is key to Tresco’s identity. Consistency without a set of corporate brand guidelines in sight.
The success of a project comes down to how well it hits the objectives. Yes, it has to be on brand, on brief and beautiful – but it has to bring a return on investment. There's always a spike in bookings the day Tresco Times hits the doormat, indicating that print is still very much alive.