There's no substitute for a real summer holiday. We proved this by turning what could have been an ordinary roll-fold brochure into a 'tanning board' that encouraged passers-by to book themselves on an Island Escape holiday - a better alternative to simply catching a tan in their backyard.

A marketing initiative of one of Sydney's largest Flightcentre stores, the 'tanning board' brochure is one of its most successful direct pieces to date. While response via phone and online enquiries was significant, it was instore enquiries that made the the brochure's potential profitability apparent, as most customers who saw the brochure asked for further information, as well as giving positive feedback on the creative itself. For this store, it translated into a 200% increase in enquiries and a 55% increase in Island Escape bookings over the first month (compared with the same time the previous year).