Project Name: Leave Behind Series
Execution: Brochure Series
Client: Hurtigruten
Hurtigruten, the world’s leading adventure travel group, needed a fresh and efficient way to communicate their unique travel experiences and sustainability initiatives for HX Expeditions. They wanted to condense their existing 40-50 page expedition booklets into a more cost-effective and environmentally friendly solution that would save on both cost and environmental impact. We also understood that customers in the demographic we targeted wanted tangible, physical pieces they could take away with them.
Hello Mellow to the rescue! We rolled up our sleeves and got to work, creating the “Leave Behind Series.” These brochures distilled the essence of the HX Expeditions brand, destinations, and key selling itineraries into bite-sized, engaging formats. We managed to pack all the juicy details into a single fold-down A2 to A4 piece, printed on FSC™ certified paper stock.
This approach meant significant savings in both time and money spent on printing. But it also had a substantial environmental benefit. By reducing the weight of each brochure from approximately 80 grams to just 10 grams, we achieved a weight saving of ~350 kgs for each 5,000 order. This not only cut down on the carbon footprint associated with delivery but also reduced delivery volume dramatically:
To bridge the gap between physical and digital, we integrated QR codes within the brochure, encouraging users to access further information online. This made it easy for the target demographic to navigate additional resources, enhancing their overall experience.
We also designed the entire back of the brochure as a large map, making it a valuable tool for travel agencies. Agents could use the map to explain the expeditions in detail, and the uncoated paper stock allowed both customers and agents to write directly onto the map. Our hope was that these brochures would be used not only for HX Expeditions but also as a general tool for discussing travel areas, increasing the potential for a sale.
We unveiled the Leave Behind Series at a VIP B2B Trade Lunch in Melbourne. The event was attended by executives from various travel brands, and the response was overwhelmingly positive. The structured, succinct content and thoughtful design were praised for their ability to convey essential information without overwhelming the audience.
Taking the Leave Behind Series on a national roadshow circuit proved their worth. Here’s how they made a splash:
Joel Victoria from Hurtigruten shared his thoughts:
“Working with Hello Mellow was an absolute pleasure. We had just one discovery briefing session, and the response to our initial concepts was spot on, closely aligning with the final product. Our adherence to the HX Expeditions brand guidelines was noted as exemplary.”
Absolutely! Joel was clear: “It is an absolute pleasure working with the team at Hello Mellow. From the discovery briefing to the final product, every step was professional and enjoyable. We look forward to future projects with this smart, considered, and fun team.”
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