Rough Guides case studies
Whatser App
Summary
Client: Sogeo
Product: Whatser App
Format: Travel content supplied in XML format
Publication: February 2011
The client's need
Sogeo wanted to include expert branded travel content and local listings in their geolocation-based app Whatser, as a supplement to user-generated content. The content would be able to be purchased via an in-app purchase system.
The RG solution
Rough Guides were able to supply travel content in XML format, according to the client's specifications, so could be dropped easily into their app framework. Content and images were supplied for more than 10 destination cities.
The results
Rough Guides' collections of POI's have been a popular addition for Whatser users, with the most followers of any branded travel publisher.
Download pdf
Regatta - The Mini Rough Guide to Camping in Britain
Summary
Client: Regatta
Product: The Mini Rough Guide to Camping in Britain
Format: Paperback, cut-off B Format
Publication: March 2011
Promotion: Gift With Purchase
The client's need
Regatta wanted to provide a free gift of sufficient value to their customers, to drive sales of their products, encourage people to get into the outdoors around the UK and further establish their credentials as a leading outdoor brand.
The RG solution
To assist Regatta in engaging with customers, Rough Guides produced The Mini Rough Guide to Camping in Britain, combining content from a number of leading Rough Guides titles, uniquely redesigned for Regatta. The main focus of the guide is the campsite reviews - a selection of more than 50 in-depth reviews of some of the best campsites throughout England, Scotland and Wales, taken from the inspirational Rough Guide to Camping in Britain. Alongside this are regional overviews and practical information on Britain's great long distance walks, taken from the Rough Guide to Britain. Beautifully designed in highly-illustrated full colour, the guide is an attractive and practical resource for anyone wishing to get out and about in Britain.
The results
The Mini Rough Guide to Camping was available from selected Regatta stockists with a spend of over £40.
Download pdf
Pearson Plc - The Mini Rough Guide to Neo
Summary
Client: Pearson Plc
Product: The Mini Rough Guide to Neo
Format: 48pp paperback, Mini Format
Publication: February 2011
The client's need
Pearson, Rough Guides' parent company, launched a new internal communications hub throughout all of its worldwide operations, called Neo. Pearson wanted to give out a printed guide to the new site, to encourage employees to log on and use the system and explain how to use it. The guide also features a number of personal case studies, showing how Neo has been benefiting some early users. This guide needed to reach North American and European offices simultaneously for the launch.
The RG solution
The Mini Rough Guide to Neo was produced in collaboration with Pearson. This attractive full colour guide, written in Rough Guides' clear and accessible style, explains what users can hope to get out the new software and features lessons, hints and tips on using it. Screenshots of Neo in action are used to illustrate instructions throughout. The books were printed simultaneously in the UK and USA for rapid delivery to Pearson's offices.
The results
The book has been very successful in driving employee traffic to the Neo site, as part of Pearson's larger strategy of encouraging internal communication. This project has proved that Rough Guides' unique style and brand trust are just as successful in internal communications as they are when communicating with the public.
Download pdf
Marks & Spencer - The Rough Guide to Community Energy
Summary
Client: Marks & Spencer
Product: The Rough Guide to Community Energy
Format: Paperback, Dumpy Format book, 2 colour
Publication: May 2011
The client's need
Marks & Spencer wanted to increase the profile of their 'Plan A' environmental campaign while providing practical, innovative information to their customers on the complex subject of community energy.
The RG solution
Rough Guides commissioned two expert authors in the field to produce The Rough Guide to Community Energy. The book combines analysis of the energy problems facing the UK with advice on how readers can set up and run their own community energy projects. The book covers energy saving initiatives such as insulation and lighting, right through to wind turbines and biomass generation, this Rough Guide is an inspirational starting point for anyone interested in tackling climate change and building communities and will provide a toolkit for community leaders.
The results
50,000 copies of The Rough Guide to Community Energy are being distributed free to Marks and Spencer customers via M&S Energy.
Download pdf
Microsoft - Make the most of your time on Earth
Summary
Client: Microsoft
Product: A Rough Guide to the World Interactive Website
The client's need
Rough Guides wanted to bring their best-selling guide book Make The Most of Your Time on Earth, to life through an interactive digital platform, creating an online experience that would allow travellers to share ultimate travel experiences.
The RG solution
http://makethemost.roughguides.com/ Rough Guides and Metia, collaborated to produce A Rough Guide to the World interactive website that combines user generated photos from Flickr with hundreds of Rough Guides travel experiences. Visitors to the site use a compass control to navigate an interactive map of the world and explore destinations based on their favourite activities from extreme sports to high art. Visitors to The Rough Guide to the World are invited to view inspirational geo-located travel photography pulled from Rough Guides own image collection plus user generated pictures from Flickr's database. Travellers can also explore 500 of the world's most memorable travel experiences through Rough Guides postcards, each including links to roughguides.com for further research. Users can also submit and view just their own images on the interactive map as well as build a list of their favourite experiences, drawn from the Rough Guides book Make the Most of Your Time on Earth, and share them with friends using Facebook, Twittter or email. The site uses the latest web technologies available in Windows Internet Explorer 9, the most recent version of the web's most used browser, to deliver a faster and more immersive experience for users without the need for a plug-in like Flash.
The results
This innovative use of technology led to the site being chosen by Microsoft as a showcase site for the globallaunch of Windows Internet Explorer 9 beta. Within weeks of launch the site has received visits from over one hundred and thirty four countries worldwide with an average user dwell time of over six minutes. The site continues to be highlighted on Microsoft's IE9 website beautyoftheweb.com.
Download pdf
FHM London Travel Guide App
Summary
Client: London Travel Guide
Format: iPhone app
Publication: April 2011
The client's need
FHM commissioned a travel guide iPhone app for men visiting London. FHM needed up-to-date, accurate travel information that is relevant to a British and international target audience.
The RG solution
Rough Guides developed this app alongside its own digital programme, retaining the Rough Guides look, feel and functionality. Although most of the content is taken directly from Rough Guides, we were easily able to take on extra reviews and listings submitted by FHM, in order to appeal more specifically to their target audience. These are flagged up in the app as 'FHM Recommends' reviews, so users know whose recommendation they are reading. The full functionality of the app includes practical information on arrival and getting around, neighbourhood overviews, top sights and activities and extensive review listings of bars, pubs, clubs, live music venues, cafés and restaurants. Each site or listing links through to a clear, interactive, Rough Guides map pinpointing its location.
The results
London, the first app in the series, launched in June 2011 through Apple's usual trade channels. FHM are committed to the series, and will launch further Rough Guide apps to a number of European cities later in the year.
Download pdf
The CO-OP Travel - Rough Guides & DK Eyewitness Travel Selection
Summary
Client: Co-op Travel
Product: Selection of Rough Guide and DK Eyewitness Travel Books in Co-op Travel High Street stores
The client's need
The Co-op Travel, part of the Co-operative Group, were seeking to provide their High Street travel stores with more travel destination content, to enhance their travel offering for customers, and to further the knowledge of their staff to aid sales. A travel library for each store that would enable potential holiday makers to browse travel information, inspiring them about destinations and adding further value to the stores' travel services.
The RG solution
A series of travel libraries were set up initially in 3 branches of the Co-op Travel with between 40-100 books for each branch depending on the branch size. The libraries enable visitors to research popular destinations and travel advisors can increase their knowledge of particular destinations, further enhancing their capacity to sell destinations to customers. The libraries contain box folders on popular worldwide destinations with each folder containing a destination guide from Rough Guides or DK Eyewitness Travel offering well-known and branded travel information.
The results
The initial 3 stores are being rolled out to 35 further branches, across the West Midlands, Oxfordshire, Staffordshire, Gloucestershire, Worcestershire and Wiltshire following a successful trial.
Download pdf
Anglia Home Improvements
Summary
Client: Anglia Home Improvements
Product: The Rough Guide to Greening Your Home
The client's need
Anglian Home Improvements were looking to add credibility to their brand in relation to it's green credentials, as well as genuinely wanting to raise awareness of how home owners can save money in their home by taking measures to save energy. They wanted a guide that they could use at each and every appointment with a potential customer, so that when they are in the customer's home, they will provide them with a copy to keep.
The RG solution
Working closely with Anglian Home Improvements, the Content Solutions team created the Rough Guide to Greening Your Home using existing copy from Rough Guide to Green Living and creating additional content to fit the brief. Two separate editions were required, with the 2nd edition available early 2011
Anglian Home Improvements also licensed the Rough Guide brand for use in 6 videos featuring Phillipa Forrester covering various green topics. These are available to view on
www.telegraph.co.uk
The results
The Rough Guide to Greening Your Home contributed to part of a wider marketing and PR campaign to raise awareness of green issues and of Anglian Home Improvements as a green brand.
Download pdf
Motability - Rough Guide to Accessible Britain
Summary
Client: Motability Operations
Product: The Rough Guide to Accessible Britain (edition 2)
Format: Paperback, B format book, 176 pages, 16 pages colour, paper
Publication: March 2008 & 2009
The client's need
Motability wanted to increase awareness of its scheme, which provides affordable cars for disabled customers across the UK.
The Rough Guides solution
To assist Motability with reaching new customers and positioning itself as an engaging brand, Rough Guides produced The Rough Guide to Accessible Britain, a bespoke travel guide for disabled people and their families. This rigorously researched, full-colour guide covers the practicalities of visiting 100 inspiring sites across the UK from the perspective of those with reduced mobility.
The results
Free for all Blue Badge holders, The Rough Guide to Accessible Britain has been a huge success. A third edition has recently been commissioned - along with large print and audio versions - and will be available within trade channels for the first time.
Testimonial
"We have been delighted to work with Rough Guides on this project, which has helped us reach people who may be unaware of the benefits of the Motability Scheme. Motability offers freedom and independence to disabled motorists, which fits perfectly with the Rough Guide ethos of experiencing life to the full."
Delia Ray, Head of Marketing
Motability Operations
Download pdf
Lex Vehicle Leasing - Rough Guide to Company Cars
Summary
Client: Lex Vehicle Leasing
Product: Rough Guide to Company Cars
The client's need
Lex Vehicle Leasing was looking for a customised publication to use in an external direct marketing campaign. Owing to a reputation for demystifying the most complex of topics and delivering informative content in an entertaining package, they approached Rough Guides for help.
The Rough Guides solution
Using an expert author and in-house publishing team, Rough Guides were able to turn the project around within three months from brief to delivery, producing 30,000 copies of the custom publication - The Rough Guide to Company Cars.
The results
Lex Vehicle Leasing was delighted with the result and the publication proved to be a great success. This was another project confirming Rough Guides as a versatile imprint, which can provide creative publishing solutions for business-to-business campaigns as well as consumer promotions.
Download pdf
Virgin Holidays Rough Guides Specials series
Summary
Client: Virgin Holidays
Product: Virgin Holidays Rough Guide Specials series
Format: paperback, 64 pages, full colour, 144mm x 104mm
Publication: April 2008
The client's need
Virgin Holidays wanted to improve the pre-departure experience for their customers by offering a free destination guide to travellers booking holidays with them. Rather than 'just another brochure', they wanted something different, so approached Rough Guides for help.
The Rough Guides solution
Rough Guides developed a completely bespoke series of travel guides, covering 23 Virgin Holidays destinations, from Laos to Las Vegas. Packed with ideas for places to visit, useful phrases, maps and 'on the ground' tips from Virgin reps, these glossy mini guides help Virgin Holidays customers make the most of their trip.
The results
The Virgin Holidays Rough Guides Specials series were published in April 2008. They are posted out - along with flight tickets - to Virgin Holidays customers travelling to destinations in the Indian Ocean, Far East, Africa and California.
Download pdf
Visit Wales - Mini Rough Guide to Wales
Summary
Client: Visit Wales
Product: The Mini Rough Guide to Wales
Format: paperback, 96 pages, full colour, 144mm x 104mm
Publication: 1st edition February 2003, 2nd edition February 2005, 3rd edition November 2007
The client's need
Internationally, Wales gets short shrift in comparison to its Celtic cousins Ireland and Scotland. But with over seven hundred miles of coastline, three national parks and five areas of outstanding natural beauty, Visit Wales felt the country deserved some attention. In 2003 they commissioned Rough Guides to help with their overseas campaign.
The Rough Guides solution
Visit Wales were particularly keen to attract antipodean gap year adventurers to Wales through the production of a customised guidebook. By tailoring existing content the Rough Guides team created the Mini Rough Guide to Wales, crammed with ideas for off-the-beaten-track places to visit; eclectic annual festivals; listings of the best hostels and budget places to eat; and the top outdoor adventure spots, from surfing on the Gower Peninsula to bog snorkelling in Llanwrtyd Wells.
The results
The Mini Rough Guide to Wales was published in February 2003, the success of which meant that a second edition was commissioned and published in 2005, and a third in 2007.
Testimonial:
"The pocket-sized guide provides invaluable information. The guide has been used as the main fulfilment piece of literature for the Visit Wales GoDoWales Backpacker Campaign, and has been distributed extensively via various campaign activity, our websites, university mailouts, throughout the youth hostel network and at consumer exhibitions both in the UK and overseas."
Annmarie Graham, Campaigns Executive
VisitWales
Download pdf
Visa Bureau - The Quick Rough Guide to Australia
Summary
Client: Australian Visa Bureau
Product: The Quick Rough Guide to Australia
Format: 32 pages, full colour pdf guide
Publication: November 2008
The client's need
Visa Bureau Australia offer visa services to tourists heading down under, and have started offering value-adds and special offers to their deals. They wanted a credible travel content offering to give free to all successful visa applicants. They asked us to come up with a mini guide to the whole country.
The Rough Guides solution
We created a stunning 'The Quick Rough Guide to Australia.' This highly visual, beautifully designed 32 pages downloadable guide offered the very best on the country. We gave an introduction to the country, then a state breakdown and all key things to see, plus an Oz Miscellany filled with little known facts. We also included exclusive offers on our books for VBA to pass on to their applicants.
The results
A beautiful and entirely new travel offering for VBA. VBA have been really happy with the download figures, and positive feedback from users.
Testimonial:
"We approached DK because we urgently needed a quality product to add value to our travel visa service. The brief was to create a travel guide to Australia that we could provide as an exclusive value add to our customers , and we knew that DK's established Rough Guides brand would carry weight with our clients. They were confident that they could meet our tight deadline, and kept us involved at every stage of the guide's creation to quickly create an attractive, original ebook that we were delighted to offer to our clients."
Guy Bradley, Operations Director
Visa Bureau UK
Download pdf
Rough Guides online content for msn.co.uk/travel/
Summary
Client: MSN UK
Product: Rough Guides online content for msn.co.uk/travel/
Format: Digital text and image files
Publication: Launched December 2008
The client's need
MSN is the world's leading entertainment portal; offering news, entertainment and lifestyle content, as well as Messenger and Hotmail. MSN was looking for a "best in breed" destination guide provider to deliver expert content to MSN travel, a core part of the MSN online offering. Following previous partnerships with MSN US and MSN Latino, Rough Guides were approached.
The Rough Guides solution
MSN required comprehensive reviews of every destination possible so our editorial team mined our reserves of travel content to create three tiers of guides - basic, intermediate and in-depth - covering more than 500 destinations, from Aruba to Zanzibar. Full colour images from the Rough Guides picture library were also supplied to bring the text to life.
The results
A solid working relationship has been built between MSN and Rough Guides - the travel content is updated to MSN's requirements and Rough Guides continue to provide new content to MSN on-demand.
Testimonial:
"The team at Rough Guides was flexible to our needs from a content and technical perspective. Challenges during the onboarding process were resolved with humour and professionalism. I have regular contact with the team to check that the content still meets our needs and to explore other ventures and opportunities."
Kelly Jacobson-Collins, Portal Manager
MSN Travel
