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Visit Cornwall Gendall

40 year old Cornwall brochure format gets design revamp

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By The Drum Team, Editorial

January 29, 2010 | 3 min read

Tourism body VisitCornwall is taking a different approach this year to attracting visitors to the region through a redesign of its brochureware

The new design is based on a magazine format aimed at depicting modern Cornwall through aspirational imagery and inspired features and have been created by Falmouth-based creative communications agency Gendall. The two ‘Cornwall’ and ‘Where to Stay’ guides for 2010 take a magazine-style approach to more traditional tourist literature, with the Cornwall guide including a family diary, a showcase of festivals and celebrity voices bringing the county to life in a personal way. Gendall commissioned local photographers to produce powerfully evocative imagery as well as sourcing more unusual images of Cornwall on the photo sharing web site, Flickr. “The new style of guide is designed to inspire and excite visitors to Cornwall, reigniting emotive childhood experiences and firing their imaginations to both revisit old haunts and create new memories,” explained Tess Gendall, founder and MD of Gendall Design. “We wanted to encapsulate all that is wonderful about Cornwall and do it in an engaging way that appeals to people’s sense of what a holiday really means, compelling them to find out more about coming to visit. We worked closely with photographers and writers to make sure the Guides would both surprise and delight readers and spur them into action. It is a great honour to be asked to work on the 41st editions and we are really proud of the results.” Penny Woodman, Campaigns Manager at the official Cornwall Tourist Board, VisitCornwall, comments: “The visitor guide has always been a key component of our marketing activity and we are really proud to be celebrating its 40th anniversary. Gendall has been instrumental in making the guide what it is today, taking what people love about the county and translating it into a guide which not only captures the feel-good holiday factor but also shows the “all year round” appeal of the county. Gendall’s input has been invaluable and we are always excited to discover what creative ideas they come up with next.” It is the sixth year running that Gendall has won the creative pitch to design the VisitCornwall guides, and the company also helped to create the original brand and guidelines for VisitCornwall. Gendall has worked extensively in the tourism industry, counting the Eden Project, the National Maritime Museum Cornwall and Duchy Cottages among its clients. Over 500 tourist-related businesses in Cornwall have advertised in the 2010 guides which will be supported by a national advertising campaign valued in excess of £225,000. The guides will be available in Tourist Information Centres across the country as well as direct from VisitCornwall.
Visit Cornwall Gendall

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