Beautiful, Useful and Different with Terres d'aventure

Are your Facebook and Instagram feeds flooded with photos and stories of exotic travels as winter stretches into February and March? From Europe to South America, sometimes including Asia, tons of people seem to be living their best life while we have our two feet in eternal slush. In an ultra-competitive industry like the travel industry, companies are battling hard for a place in travelers' minds. One Canadian company stands out from the crowd with a recipe made of beauty, usefulness and difference. An inspiring close-up on Terres d'aventure.

You'd think that everything has been said about travel destinations. It’s true, new places to visit haven't appeared by magic. Still, companies like Terres d'aventure are managing to outrun the competition thanks to an enhanced content strategy that should inspire many in any industry.

With its high-end magazine-like brochures, uniquely structured newsletter and National Geographic-style photographic approach that sets it apart from the travel category, Terres d'aventure knows how to stand out from the crowd and attract attention.

This approach to content is also one of positioning. It boils down to conscious choices, reflected in a strategic process, to which the travel company adheres in all the content elements offered to customers. 

Beautiful

What appeals most to travelers when shopping for their next destination is, above all, the representation of the place they want to see. It has to be beautiful, attractive, desirable. In this respect, Terres d'aventure plays on the same principles as its competitors. That said, the company does so with a concern for beauty that has few equals in its market. For its magazine, the creative team opted for a very magazine-like look. The photos are ultra-polished and the paper chosen is of exemplary quality. So much so that we keep it on display in our bookshelves as a prop for when we have people over.

Useful

We come back (again) to the magazine, because it's remarkable. More than just a magazine, it's a travel guide, a call to discovery. Written reports and photos feature prominently in these pages, which we flip like a good novel. Here, Terres d'aventure plays it all in. It goes beyond the concept of sales to establish itself as an industry leader with content of exceptional quality. Rather than relying on the classic "Turnkey package!" taglines, we're positioning ourselves as the useful agency that lets you discover and inform (wasn't that the primary role of an agency?). The icing on the cake is their podcast L'esprit d'exploration, which delves deep into certain travel topics: why do we travel? What's special about certain destinations? How can we reinvent travel destination exploration?

Different

Of course, every traveler has his or her own style. That said, at Terres d'aventure, we're all about traveling off the beaten track. This brings the presentation and delivery of our offer full circle. The emphasis is on experience and discovery. While this may not speak to enthusiasts of all stripes, it remains consistent from start to finish with their brand positioning. Here, the message is clear: Terres d'aventure is for the curious, the passionate, the adventurous in search of distinctive experiences. 

Whether through their approach to content or their product offering, this is a perfect example of a strategy and positioning that converts through beauty, usefulness and difference!