Attention to detail and exceptional service was Pionair’s speciality; Pionair was simultaneously a ‘best in class’ tour operator and an airline that specialised in private air charter. Pionair Unparalleled Journeys’ travel brochure offered exclusive, tailormade travel for the discerning First Class Independent Traveller (F.I.T.) market from North America, Europe and South America. Every UPJ vacation was put together with care, thought and attention to the individual needs of couples, families and small groups.
The scope of the brochure was Oceania region wide; New Zealand, Australia, the South Pacific and Papua New Guinea. The booklet was both a direct mail piece and a core component of Pionair’s top-of-the-line Affluent Travel Agent’s sales kit. The kit contained an in-house digitally printed manual and other printed marketing communications collateral. Uniting print & web design, key content from this U.S. letter landscape 32-page brochure was also implemented on the Pionair UPJ website. The name of the F.I.T business unit, “Unparalleled Journeys” was one that I originated and developed as a product of preparing the first PowerPoint presentation and printed matter used by the Sales Director to launch the new business onto the U.S. market. The germ of the idea was a direct response to handling many glamour NZ tourism images of cars on road journeys, set between the parallel lines of roadmarkings with backdrops of breathtaking scenery. Credit is due to the lead in-house clients for backing this new name proposal enthusiastically from the outset in 2005, solo founder of the F.I.T. business group Ana Haase, and Pionair CEO Tim Scott.
Brand communications strategy
The front and back cover images of the brochure both feature striking photocomposite illustrations with the Unparalleled Journeys brand signature theme (or graphic / illustrative device) of an ‘all black’ sky. Aside from the obvious dramatic effect a black sky has with regard to intensifying the perceived saturation of the colours in landscape photos, this theme was also a pragmatic choice in order to assert a strong point of difference between our printed sales collateral and those of the competition. The rationale being that, as with all competitors in the inbound travel wholesale market globally, Pionair leaned heavily on the likes of Tourism New Zealand and Australia’s State Tourism image libraries for sourcing royalty-free high quality images. The use of great quality but generic images has the predictable result of making travel brochures appear generic, and printed collateral that lacks clear differentiation from competitors.
This was the fourth in the series of 32-page landscape booklets I art directed, designed and produced over four years for the primarily U.S. Affluent / Luxury Travel market. The response to the brochure from Pionair’s exclusive Affluent Travel agents in the States was consistently complimentary about the beauty and utility of the design and enthusiastic about the high production values and impeccable print-craft quality and finish achieved by Propellor Studio’s preferred print provider, Croft Printing of Christchurch, New Zealand.
Credit is again due to the lead in-house clients for this projects, head of the F.I.T. business group, Ana Haase, Pionair CEO Tim Scott, and Ana’s colleagues Kelly and Roz. Between them they wrote the brochure story and provided critical review and ongoing constructive contributions to the staging of the document content. The merit of this document rests on the unique benefit of working as an in-house designer—where your clients are your colleagues and, in this case, the intellectual horsepower of one designer is multiplied by a factor of four more clever people collaborating constructively to solve one knotty visual communications problem.
Project name: Pionair Unparalleled Journeys, U.S. Letter Landscape, 32pg booklet.
Disciplines: Book design / Information design / Print production / Promotional design and advertising / Type design
Client (Industry): Pionair Unparalleled Journeys (Travel & tourism) Format: Booklet / Brochure / Digital Illustration / Direct mail / Illustration / Map / Promotion
Printer: Croft Print Limited
Design firm: Pionair Propellor Studio (in-house)
Copywriter: Ana Haase
Art director / designer / print production: Shaun Waugh Photographers: Pionair travelers, Tourism Australia, Tourism New Zealand
Client: Pionair F.I.T. business group (Unparalleled Journeys)
Type Credit: Helvetica Neue, Helvetica Neue Condensed, Helvetica Neue Extended