Destination Creative Group

Discovering More

A new way to tell the story of top travel destinations—one page at a time.

Issue

Destination Creative Group (DCG) needed to tell a more compelling story and drive advertising for its base of Convention and Visitor Bureau (CVB) clients. Ethos was tasked with presenting the information in a way that would best connect a visitor to a place and inspire them to explore more. Destinations needed to be marketed in the best possible light to showcase what makes them different.

Solution

A newsstand editorial magazine publishing approach flips the “traditional” CVB guide model on its head. Through a new approach to content, emotional connections were inspired. Unique tourism assets captured the iconic elements of a place and presented them in a high-end interpretation of an area’s brand identity.

Outcome

Through the new approach and a content management process for reviewing editorial, paging, working with on-site photographers and editors, designing layouts, and producing custom content, Ethos successfully delivered to DCG more than 2,000 pages of carefully curated content, creating go-to travel guides that get to the heart of a location.