Go Ahead wanted to evolve their product catalog from the informational to the inspirational. Each year is featured around a traveler-centric theme, catering to the reader’s wanderlust. They are further engaged throughout the piece via regionalized editorial content, UGC and traveler stories.
In addition, shopping was a major concern. With nearly 200 trip options, readers had a different time discerning the various options and what made each unique. This new design anchored each region with best sellers—shown in detail, with smaller callouts and ads for similar products of interest. This cross-merchandising helps people better navigate their options so that they can continue shopping online or with a phone agent.
Client: EF Go Ahead Tours, Designed with Adam Domurat and Paula Morall