About Greentours

Founded by Ian Green and Fiona Dunbar, both ecology graduates from the University of East Anglia, Greentours was born out of a shared passion for nature and wildlife. From its inception, the company sought to offer immersive, educational experiences beyond traditional tourism, ensuring that every traveller gained a deeper appreciation of the natural world. With a strong foundation in ecological knowledge, Ian and Fiona built a tour company that combined scientific expertise with a love of exploration, setting a new standard in the wildlife travel industry.

In its early years, Greentours primarily focused on birdwatching and botanical tours, quickly gaining a loyal following among nature enthusiasts. As the business grew, the range of tours expanded to include butterflies, mammals, and other specialised wildlife experiences, covering destinations across Europe, Asia, and the Americas. Their meticulous attention to detail, dedication to responsible travel, and commitment to supporting conservation efforts allowed Greentours to develop a reputation for excellence. Many of their clients became repeat travellers, drawn to the knowledgeable guides and Greentours' immersive experiences.

Today, Greentours continues to be a leader in the ecotourism sector, offering expertly curated tours that balance adventure with education. Their dedication to sustainable travel remains at the heart of their operations, ensuring minimal impact on fragile ecosystems while actively contributing to conservation initiatives. By collaborating with local communities and researchers, Greentours fosters meaningful connections between tourists and the natural world, proving that responsible tourism can be both enriching and impactful.

Objectives

The project goal was simple: create a brochure that boosts holiday bookings while staying true to Greentours' values. However, achieving this meant considering multiple factors that contribute to both the effectiveness and appeal of the final printed product.

Clear Layout

We wanted to ensure the brochure was clear, engaging, and visually captivating. A well-organised layout was essential to help prospective customers easily find the information they needed—whether it was details about specific tours, pricing, or itineraries. The design had to reflect the beauty and excitement of the natural world, using vibrant imagery and thoughtful typography to draw readers in and keep them engaged.

Sustainable Choices

Beyond aesthetics, the brochure needed to embody Greentours' brand identity and commitment to sustainability. A high-quality print finish would reinforce the brand's credibility, making it feel premium and professional. At the same time, we needed to make environmentally responsible choices at every production stage, from the materials used to the printing processes employed.

Compelling Content

Another key objective was to create a document that not only served as an informative guide but also as an inspirational tool. Readers should feel a sense of adventure and excitement when flipping through its pages. Each tour description needed to be compelling and what customers could expect while maintaining clarity and accessibility. Ultimately, the brochure needed to balance function with beauty, providing a seamless and enjoyable experience for Greentours' audience while strengthening its reputation as a leader in sustainable wildlife tourism.

Greentours Brochure Website Screenshot

Approach

Creating a high-quality, effective brochure is a multi-step process, and we involved Greentours at every stage.

1

Client-Inclusive

We worked closely with the Greentours team to ensure their vision was reflected in every aspect of the design. Their input was integral to shaping the brochure's final look and feel, from initial content gathering to final proofs.

2

Content Gathering

A key part of the process was collecting high-quality content. We collaborated with the Greentours team and their network of photographers to curate captivating images and engaging tour descriptions that represent the beauty of natural history and destinations.

3

Organised Workflow

Managing large amounts of content requires structure. We implemented a shared spreadsheet system to streamline content approvals, manage pagination, and track necessary edits, ensuring nothing was overlooked.

4

Design Excellence

Using Adobe InDesign and Photoshop, we crafted a layout that balanced aesthetics with readability. The right combination of fonts, colours, and white space made the brochure visually appealing while keeping the information easy to digest.

5

Tailored for Its Demographic

The Greentours customer values detail and clarity. We ensured that all content was legible and well-structured, catering to an older demographic that appreciates the information and the experience it represents.

6

Eco-Friendly Printing

Sustainability was a top priority. We sourced a printer known for its eco-conscious approach, ensuring the brochure was produced with minimal environmental impact while maintaining top-tier print quality.

Challenges

Image Consistency

Since images came from multiple photographers using different cameras and settings, we had to ensure a consistent visual tone. We achieved a seamless, professional look throughout the brochure through careful colour correction and adjustments in Adobe Photoshop.

Choosing the Right Images

Selecting a single image to represent each tour was crucial. It had to capture attention, evoke excitement, and encapsulate the essence of the trip in one glance. This required careful consideration and a strong understanding of each tour's focus.

Content Restructuring

Tour dates and details often shifted, requiring ongoing adjustments to the layout. We developed a flexible approach to pagination that allowed for smooth updates without compromising the design or flow.

Pagination Constraints

To keep production costs manageable and streamline the printing process, we had to fit the content within a specific number of pages. This meant making strategic decisions about spacing, font sizes, and image placement to maintain clarity and impact without unnecessary bulk.

Reducing Postal Weight

Postage costs and carbon footprint were important factors. By carefully selecting paper types and binding methods, we reduced the weight of the final product while maintaining a premium feel.

Greentours brochure spread showing wildlife photographyStack of past Greentours brochures

Results

The final product was more than just a brochure—it became a key marketing asset that strengthened Greentours' brand and encouraged customer engagement.

A Visually Stunning, High-Quality Brochure

The final piece captured the beauty of nature and the excitement of natural history holidays, presenting Greentours as the premier choice for eco-conscious adventurers.

Engaging and Easy-to-Navigate Layout

Thoughtful design choices ensured that prospective customers could quickly find the information they needed, making booking decisions easier and more enjoyable.

Positive Client and Customer Feedback

The brochure was well received by both Greentours and their customers, with many praising its clarity, inspiring imagery, and professional presentation.

A Stress-Free Process for the Client

Our structured workflow, clear communication, and commitment to excellence meant Greentours could focus on their tours while we handled the design and production process.

Strengthened Brand Identity and Market Presence

The high-end design and sustainable production reinforced Greentours' reputation as a leader in responsible tourism, helping them stand out in a competitive industry.

Commitment to Sustainability

Not only did we create a visually appealing brochure, but we did so with the planet in mind. Through carbon-positive printing practices, the production offset 910kg of CO2 and planted 91 trees.

This brochure is a perfect example of how print marketing, when done right, remains a powerful tool for engaging customers and driving sales.

At Accent, we create high-impact print and digital marketing materials that connect with audiences and leave lasting impressions.