A holiday brochure people actually read on the sofa

Roberts Travel Group sell holidays the way holidays have always sold best — a brochure on the coffee table, thumbed through with a cup of tea. That puts an enormous amount of weight on the design: it has to hold dozens of tours, dates and prices without ever feeling like a timetable.

Density. Every page has to carry destination copy, a day-by-day itinerary, hotel details, inclusions and prices, and still leave enough room for photography to do the selling. Get the hierarchy wrong and the reader gives up on page four.

A consistent page architecture that repeats across the whole book, so once a reader learns one spread they can read all of them. Photography leads, itineraries sit in a clear secondary layer, and the price and dates are always in the same place on the page. Colour coding separates the practical information from the promise.

A brochure that reads as easily on page ninety as it does on page one.