Every year, the IAVIP (International Association of Tourist Brochure Distributors) rewards the company that has produced the best brochure in the world. The association draws up a worldwide list of the best brochures of the year.
The award is presented at the “Best Brochure Awards”. A ceremony designed to promote efficiency and creativity in brochure design.

The brochure, a powerful marketing tool

First and foremost, a brochure is a key element in a successful marketing strategy.

Companies will capitalise on this communication tool, highlighting their values, visions and ambitions. A brochure highlights the key features of a product, a company or a region.

In tourism, visitor brochures play an essential role in most cases. They inform visitors about the attractions of the region or site concerned. A quality brochure is an essential element of communication. It must be both informative and attractive, so as to arouse the interest of the person consulting it, and so make them want to visit its contents.

Its content must be detailed: accommodation, accessibility, etc.

Some brochures are more effective than others, offering a more attractive design that will attract the visitor’s attention, to the detriment of other brochures on the same display.
A good brochure will encourage its reader to take action.

The Best Brochure Awards

The Best Brochure Awards are organised each year by the International Association of Tourist Brochure Distributors. This annual competition aims to encourage the design of “effective” brochures for visitors. The best brochures are rewarded at the event for the quality of their content and design.
Different criteria are used: content, visual appeal, ergonomics and the quality of the printed material used.

Belgium honoured at the 2017 Best Brochure Awards

The 2017 edition hailed the performance of Belgium’s Sealife, whose brochure was distributed by BHS Promotion. The company is based in Flanders and Wallonia.

The brochure was for Sea Life Blankenberge, a well-known attraction on the Belgian coast.

No fewer than 19,000 brochures (representing the collective customer base of the members of the International Association of Tourist Brochure Distributors) were submitted for this year’s Best Brochure Awards. 76 brochures were shortlisted. The jury was made up of tourism industry professionals from Canada, Mexico, the United States, South Africa and Europe.
The 2017 edition took place in Berlin last autumn.

Discovery Whale Watch, a Californian company, took second place. Third place went to Herr’s Snack Factory Tour brochure, based in Nottingham, Pennsylvania.
Finally, France took fourth place in the competition for its brochure on the Grotte de Saint-Cézaire-sur-Siagne.

A very fine 2017 edition, which will soon give way to the 2018 edition of the Best Brochure Awards. If you’re planning a visit to a Belgian restaurant, tourist attraction or site, chances are you’ll come across a display from Belgian company BHS Promotion. This will give you an idea of what the best brochure in the world can be…

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