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Touristim Styleguide Final

Brenda Jacobson
Brenda Jacobson

The document provides style guidelines for a tourism program at Macy's, including: 1. Pieces in the program include a solicitation folder, informational brochure, and two types of savings cards. 2. The informational brochure is a tri-fold with customizable regional images and benefits on the outside columns. 3. There are domestic and international savings cards, both available in narrow and wide formats. The domestic card is valid 1 day while the international card is valid 30 days. 4. Contact information is provided for questions about using the tourism style guide.

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Style Guide for Tourism NOVEMBER 2004
Welcome to a great shopping experience at Macys. From Maui to Manhattan to Miami and beyond here are all the details on a tourism program that caters to our domestic and international travelers. On the itinerary a special 11% Welcome Savings Card thats good in over 400 Macys locations, a benefits brochure customized to each region, a warm invitation to explore the joys of shopping at Macys. OCTOBER 2004
WELCOME SAVINGS PROGRAM Our goal is to present a comfortable and familiar shopping experience coasttocoast with a program of savings and benefits exclusively for international and domestic travelers. 3
PIECES OVERVIEW PG 6 COMPLETE SOLICITATION PACKET (OUTSIDE VIEW) SOLICITATION FOLDER 7 SOLICITATION FOLDER COVER 8 INSIDE SOLICITATION FOLDER INFO BROCHURE 9 INFORMATIONAL BROCHURE (COVER AND BACKCOVER) 10 INFO BROCHURE (GATEFOLD) 11 INSIDE INFO BROCHURE SAVINGS CARDS 12 TWO TYPES OF SAVINGS CARDS 13 INSIDE THE DOMESTIC SAVINGS CARD (NARROW) 14 BARCODES 15 BACK OF THE SAVINGS CARD (NARROW AND WIDE) 16 OUTSIDE INTERNATIONAL SAVINGS CARD 17 INSIDE THE INTERNATIONAL WELCOME CARD (WIDE) PAPER SELECTION & COLOR BREAKDOWN 18 COLOR BREAKDOWN/PAPER WEIGHT/INSIDE VIEW OF INFORMATION BROCHURE & DOMESTIC SAVINGS PASS 19 CONTACT INFORMATION
Essentials The following guidelines address the look and feel of the Welcome Savings Program copy, typography, paper selection, key brand parts, graphics elements, CMYK color breakdown, and what you will need to build a successful tourism program relevant to your region 5
PIECES OVERVIEW COMPLETE SOLICITATION PACKET (OUTSIDE VIEW) This is an overview of the outside covers, and sizes of the folder, brochure and savings card. 1. Solicitation Folder 1. 2. Informational Brochure 2. 3. Welcome Savings Card (Narrow) 3. 4. Welcome Savings Card (Wide) 4. NOVEMBER 2004 6
SOLICITATION FOLDER 1. SOLICITATION FOLDER COVER The outside cover and back consist of a collage of thewelcomewords in different languages. The cover features the logo in the lower middle portion of the folder. The folders purpose is to hold the trifold and welcome pieces for tour operators and travel agents. This is an optional portion of the complete tourism package. NOVEMBER 2004 7
SOLICITATION FOLDER 1. INSIDE THE SOLICITATION FOLDER This is where the savings program and the informational brochure will be stored/mailed. Measures 8.75x9.25 with the standard pockets and 2 card slots die cut to hold for a pair of business cards. 1. Solicitation Brochure Business card die cuts NOVEMBER 2004 8
INFO BROCHURE 2. INFORMATIONAL BROCHURE (COVER AND BACK COVER) This brochure is a trifold piece. Its cover should look and read like this. The back cover will have a list of contact information for each division. The front and back copy should remain consistent across divisions. 2. Informational Brochure (Cover and back) NOVEMBER 2004 9
INFO BROCHURE 2. INFO BROCHURE (GATE FOLD) Here we illustrate the information brochure which explains our Welcome Savings Program and all its benefits to travel agents and tour operators. 2. Informational Brochure (Inside) } Shown is the Domestic Savings Card. Each division is responsible for providing a background image rele- vant to its division. } This portion of the info brochure reads as shown across all divisions NOVEMBER 2004 10
INFO BROCHURE 2. INSIDE THE INFORMATIONAL BROCHURE This brochure piece measures 8.5x3.75 closed; opened 8.5x11 in three columns. NOTE: PICTURES MAY CHANGE ACCORDING TO MARKET REGION. The 2 outside columns could be customized with the 4 or 6 benefits your division offers. Your division is responsible to write its own copy and photograph its own images. The center portion must remain the same across all divisions. Copy changes on side areas only. 2. Informational Brochure (Inside) Copyu will skhlre Copyu will skhlre ahalrei tish sl is ktl utjtjs lsd tist lkjks s ssmre to be alble to hsee if here is ready to be seen Copyu will skhlre A Copyu will skhlre ahalrei tish sl is ktl Copyu will skhlre ahalrei tish sl is ktl utjtjs lsd tist lkjks s ssmre to be alble to hsee if here is ready to be seen Copyu will skhlre ahalrei tish sl is ktl B Brochure layout with Brochure layout with utjtjs lsd tist lkjks s utjtjs lsd tist lkjks s ahalrei tish sl is ktl ahalrei tish sl is ktl utjtjs lsd tist lkjks s utjtjs lsd tist lkjks s ssmre to be alble ssmre to be alble to hsee if here is to hsee if here is ready to be seen ready to be seen 4 pictures, excess space is Copyu will skhlre Copyu will skhlre 6 pictures, copy is kept to a ahalrei tish sl is ktl ahalrei tish sl is ktl Copyu will skhlre More coy will hgoere and once it sready Blah More copy will tgo here Copyu will skhlre substituted by copy. See utjtjs lsd tist lkjks s More coy will hgoere and once it sready Blah utjtjs lsd tist lkjks s standard as needed, space More copy will tgo here FTP site for template. providing. See FTP site for ahalrei tish sl is ktl Blah ahalrei tish sl is ktl utjtjs lsd tist lkjks s More copy will tgo here utjtjs lsd tist lkjks s Blah ssmre to be alble ssmre to be alble More copy will tgo here to hsee if here is Blah to hsee if here is ready to be seen More copy will tgo here ready to be seen Blah Copyu will skhlre More copy will tgo here Copyu will skhlre ahalrei tish sl is ktl ssmre to be alble utjtjs lsd tist lkjks s ssmre to be alble template. NOVEMBER 2004 11
SAVINGS CARDS 3. TWO TYPES OF SAVINGS CARDS There are two different types of Savings Cards. They are: Domestic. For out-of-state travelers*, must present out-of-state ID. It is valid for one day only. The front cover says simply Welcome Savings Card. International. For travelers from outside the USA. It is valid for 30 days. The front cover says International Savings Card. Both savings cards offer 11% off with very few exclusions. Every division is responsible for acquiring translation into languages relevant to their locations. There are also two different shaped Welcome Savings Cards. They are: 1. Narrow, fits in hotel brochure stands, a standard business card envelope, ticket jackets and the Solicitation Folder. Its dimensions are: H 6.75 x W 3.5 closed. 2. Wide, the same size and shape as a real passport. Its dimensions are: H 6.25x W 4.125 closed. Recommended for handouts only. Recommended for handouts only. * On initial printing, you may version to your divisions needs, but we will discuss versioning issues at our New York December meeting. Domestic Savings Card available Savings Card available in wide in wide and narrow formats and narrow formats NOVEMBER 2004 12
SAVINGS CARDS 3. INSIDE THE DOMESTIC SAVINGS CARD (NARROW) Explained here is the difference between the domestic and international Savings Card Programs. 1. Domestic Savings Card. This savings card is valid for 1 day. 2. International Savings Card. This savings card is valid for 30 days. One noticeable difference will be on the cover. One will read International, and the other will not. General Information that will read throughout the Domestic Savings Card. This copy should not change. } NOVEMBER 2004 13
SAVINGS CARDS 3. THE 11% TOURISM BARCODE Divisions will create their own barcodes for the saving passes using the following guidelines. The only variation in the barcode will be the number for the originating division. The following table definitions should be used when creating the barcode in order to track usage by division . If additional media type definitions for languages other then listed are needed, please contact Marie Balbuena . Keep in mind that all barcodes are the same, only the originating divisions change. Please refer to table definitions on right. NOVEMBER 2004 14
SAVINGS CARD 3. BACK OF THE SAVINGS CARD (NARROW AND WIDE) Listed here are the aligned exclusions that are required to be in every card (Domestic and International) International Domestic Map. Shows the states where a Macys stores are located. Copy should not change. See following page for barcode information } Barcode. With the barcode we will be able to scan it and track divisions & regions, language and domestic/international status. Copy should not change. } NOVEMBER 2004 15
SAVINGS CARD 3. OUTSIDE INTERNATIONAL SAVINGS CARD Same collage background with the only difference being the cover reads International Savings Card. Keep in mind that this has an expiration date of 30 days from date of issue. International Wide Savings Card. (Also available in Narrow Format) NOVEMBER 2004 16
SAVINGS CARD 3. INSIDE THE INTERNATIONAL WELCOME CARD (WIDE) The wide format allows for a die cut savings card that fits into a wallet. Associate needs to validate date. NOVEMBER 2004 17
BREAKING IT DOWN COLOR BREAKDOWN/PAPER WEIGHT/INSIDE VIEW OF INFORMATION BROCHURE & DOMESTIC SAVINGS PASS Macys Yellow Macys Red C 0 C 0 M 2 M 100 Y 10 Y 100 CMYK CMYK K 0 K 0 C0 C0 M2 M 100 Y 10 Y 100 K0 K0 Paper weight Paper weight for the Solicitation folder, Wide (Domestic and International) Savings Card is 100 lb coated 2 sided with a varnish. The Trifold and Narrow (Domestic and International) Savings Card is 80 lb coated 2 sided with a varnish. NOVEMBER 2004 18
CONTACT FOR QUESTIONS OR ADDITIONAL INFORMATION If you have a suggestion or a question about how to use the Tourism Style Guide, please feel free to call or email the contact below: Name Marie Balbuena Dept.. Special Events Division Macys Florida Phone Number 305.577.2126 NOVEMBER 2004 19

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Touristim Styleguide Final

  • 1. Style Guide for Tourism NOVEMBER 2004
  • 2. Welcome to a great shopping experience at Macys. From Maui to Manhattan to Miami and beyond here are all the details on a tourism program that caters to our domestic and international travelers. On the itinerary a special 11% Welcome Savings Card thats good in over 400 Macys locations, a benefits brochure customized to each region, a warm invitation to explore the joys of shopping at Macys. OCTOBER 2004
  • 3. WELCOME SAVINGS PROGRAM Our goal is to present a comfortable and familiar shopping experience coasttocoast with a program of savings and benefits exclusively for international and domestic travelers. 3
  • 4. PIECES OVERVIEW PG 6 COMPLETE SOLICITATION PACKET (OUTSIDE VIEW) SOLICITATION FOLDER 7 SOLICITATION FOLDER COVER 8 INSIDE SOLICITATION FOLDER INFO BROCHURE 9 INFORMATIONAL BROCHURE (COVER AND BACKCOVER) 10 INFO BROCHURE (GATEFOLD) 11 INSIDE INFO BROCHURE SAVINGS CARDS 12 TWO TYPES OF SAVINGS CARDS 13 INSIDE THE DOMESTIC SAVINGS CARD (NARROW) 14 BARCODES 15 BACK OF THE SAVINGS CARD (NARROW AND WIDE) 16 OUTSIDE INTERNATIONAL SAVINGS CARD 17 INSIDE THE INTERNATIONAL WELCOME CARD (WIDE) PAPER SELECTION & COLOR BREAKDOWN 18 COLOR BREAKDOWN/PAPER WEIGHT/INSIDE VIEW OF INFORMATION BROCHURE & DOMESTIC SAVINGS PASS 19 CONTACT INFORMATION
  • 5. Essentials The following guidelines address the look and feel of the Welcome Savings Program copy, typography, paper selection, key brand parts, graphics elements, CMYK color breakdown, and what you will need to build a successful tourism program relevant to your region 5
  • 6. PIECES OVERVIEW COMPLETE SOLICITATION PACKET (OUTSIDE VIEW) This is an overview of the outside covers, and sizes of the folder, brochure and savings card. 1. Solicitation Folder 1. 2. Informational Brochure 2. 3. Welcome Savings Card (Narrow) 3. 4. Welcome Savings Card (Wide) 4. NOVEMBER 2004 6
  • 7. SOLICITATION FOLDER 1. SOLICITATION FOLDER COVER The outside cover and back consist of a collage of thewelcomewords in different languages. The cover features the logo in the lower middle portion of the folder. The folders purpose is to hold the trifold and welcome pieces for tour operators and travel agents. This is an optional portion of the complete tourism package. NOVEMBER 2004 7
  • 8. SOLICITATION FOLDER 1. INSIDE THE SOLICITATION FOLDER This is where the savings program and the informational brochure will be stored/mailed. Measures 8.75x9.25 with the standard pockets and 2 card slots die cut to hold for a pair of business cards. 1. Solicitation Brochure Business card die cuts NOVEMBER 2004 8
  • 9. INFO BROCHURE 2. INFORMATIONAL BROCHURE (COVER AND BACK COVER) This brochure is a trifold piece. Its cover should look and read like this. The back cover will have a list of contact information for each division. The front and back copy should remain consistent across divisions. 2. Informational Brochure (Cover and back) NOVEMBER 2004 9
  • 10. INFO BROCHURE 2. INFO BROCHURE (GATE FOLD) Here we illustrate the information brochure which explains our Welcome Savings Program and all its benefits to travel agents and tour operators. 2. Informational Brochure (Inside) } Shown is the Domestic Savings Card. Each division is responsible for providing a background image rele- vant to its division. } This portion of the info brochure reads as shown across all divisions NOVEMBER 2004 10
  • 11. INFO BROCHURE 2. INSIDE THE INFORMATIONAL BROCHURE This brochure piece measures 8.5x3.75 closed; opened 8.5x11 in three columns. NOTE: PICTURES MAY CHANGE ACCORDING TO MARKET REGION. The 2 outside columns could be customized with the 4 or 6 benefits your division offers. Your division is responsible to write its own copy and photograph its own images. The center portion must remain the same across all divisions. Copy changes on side areas only. 2. Informational Brochure (Inside) Copyu will skhlre Copyu will skhlre ahalrei tish sl is ktl utjtjs lsd tist lkjks s ssmre to be alble to hsee if here is ready to be seen Copyu will skhlre A Copyu will skhlre ahalrei tish sl is ktl Copyu will skhlre ahalrei tish sl is ktl utjtjs lsd tist lkjks s ssmre to be alble to hsee if here is ready to be seen Copyu will skhlre ahalrei tish sl is ktl B Brochure layout with Brochure layout with utjtjs lsd tist lkjks s utjtjs lsd tist lkjks s ahalrei tish sl is ktl ahalrei tish sl is ktl utjtjs lsd tist lkjks s utjtjs lsd tist lkjks s ssmre to be alble ssmre to be alble to hsee if here is to hsee if here is ready to be seen ready to be seen 4 pictures, excess space is Copyu will skhlre Copyu will skhlre 6 pictures, copy is kept to a ahalrei tish sl is ktl ahalrei tish sl is ktl Copyu will skhlre More coy will hgoere and once it sready Blah More copy will tgo here Copyu will skhlre substituted by copy. See utjtjs lsd tist lkjks s More coy will hgoere and once it sready Blah utjtjs lsd tist lkjks s standard as needed, space More copy will tgo here FTP site for template. providing. See FTP site for ahalrei tish sl is ktl Blah ahalrei tish sl is ktl utjtjs lsd tist lkjks s More copy will tgo here utjtjs lsd tist lkjks s Blah ssmre to be alble ssmre to be alble More copy will tgo here to hsee if here is Blah to hsee if here is ready to be seen More copy will tgo here ready to be seen Blah Copyu will skhlre More copy will tgo here Copyu will skhlre ahalrei tish sl is ktl ssmre to be alble utjtjs lsd tist lkjks s ssmre to be alble template. NOVEMBER 2004 11
  • 12. SAVINGS CARDS 3. TWO TYPES OF SAVINGS CARDS There are two different types of Savings Cards. They are: Domestic. For out-of-state travelers*, must present out-of-state ID. It is valid for one day only. The front cover says simply Welcome Savings Card. International. For travelers from outside the USA. It is valid for 30 days. The front cover says International Savings Card. Both savings cards offer 11% off with very few exclusions. Every division is responsible for acquiring translation into languages relevant to their locations. There are also two different shaped Welcome Savings Cards. They are: 1. Narrow, fits in hotel brochure stands, a standard business card envelope, ticket jackets and the Solicitation Folder. Its dimensions are: H 6.75 x W 3.5 closed. 2. Wide, the same size and shape as a real passport. Its dimensions are: H 6.25x W 4.125 closed. Recommended for handouts only. Recommended for handouts only. * On initial printing, you may version to your divisions needs, but we will discuss versioning issues at our New York December meeting. Domestic Savings Card available Savings Card available in wide in wide and narrow formats and narrow formats NOVEMBER 2004 12
  • 13. SAVINGS CARDS 3. INSIDE THE DOMESTIC SAVINGS CARD (NARROW) Explained here is the difference between the domestic and international Savings Card Programs. 1. Domestic Savings Card. This savings card is valid for 1 day. 2. International Savings Card. This savings card is valid for 30 days. One noticeable difference will be on the cover. One will read International, and the other will not. General Information that will read throughout the Domestic Savings Card. This copy should not change. } NOVEMBER 2004 13
  • 14. SAVINGS CARDS 3. THE 11% TOURISM BARCODE Divisions will create their own barcodes for the saving passes using the following guidelines. The only variation in the barcode will be the number for the originating division. The following table definitions should be used when creating the barcode in order to track usage by division . If additional media type definitions for languages other then listed are needed, please contact Marie Balbuena . Keep in mind that all barcodes are the same, only the originating divisions change. Please refer to table definitions on right. NOVEMBER 2004 14
  • 15. SAVINGS CARD 3. BACK OF THE SAVINGS CARD (NARROW AND WIDE) Listed here are the aligned exclusions that are required to be in every card (Domestic and International) International Domestic Map. Shows the states where a Macys stores are located. Copy should not change. See following page for barcode information } Barcode. With the barcode we will be able to scan it and track divisions & regions, language and domestic/international status. Copy should not change. } NOVEMBER 2004 15
  • 16. SAVINGS CARD 3. OUTSIDE INTERNATIONAL SAVINGS CARD Same collage background with the only difference being the cover reads International Savings Card. Keep in mind that this has an expiration date of 30 days from date of issue. International Wide Savings Card. (Also available in Narrow Format) NOVEMBER 2004 16
  • 17. SAVINGS CARD 3. INSIDE THE INTERNATIONAL WELCOME CARD (WIDE) The wide format allows for a die cut savings card that fits into a wallet. Associate needs to validate date. NOVEMBER 2004 17
  • 18. BREAKING IT DOWN COLOR BREAKDOWN/PAPER WEIGHT/INSIDE VIEW OF INFORMATION BROCHURE & DOMESTIC SAVINGS PASS Macys Yellow Macys Red C 0 C 0 M 2 M 100 Y 10 Y 100 CMYK CMYK K 0 K 0 C0 C0 M2 M 100 Y 10 Y 100 K0 K0 Paper weight Paper weight for the Solicitation folder, Wide (Domestic and International) Savings Card is 100 lb coated 2 sided with a varnish. The Trifold and Narrow (Domestic and International) Savings Card is 80 lb coated 2 sided with a varnish. NOVEMBER 2004 18
  • 19. CONTACT FOR QUESTIONS OR ADDITIONAL INFORMATION If you have a suggestion or a question about how to use the Tourism Style Guide, please feel free to call or email the contact below: Name Marie Balbuena Dept.. Special Events Division Macys Florida Phone Number 305.577.2126 NOVEMBER 2004 19