Since 1967, FPIS, Inc, a family owned and operated business has been the Southeast's most trusted name in brochure distribution and tourism marketing. We started with a single route in Central Florida. Today, we manage thousands of rack locations across four states, and our first priority has never changed.
Your visitor brochure may be packed with great places to go, things to do, or services to enjoy but if the front cover doesn't connect, it may never be picked up. And if it isn't picked up, it can't do its job. That's how important the cover is.
Before a word inside is read, the decision is made to choose it, or leave it. The front cover is your first and often only chance to make that decision go your way. It's the handshake, the welcome, the pitch all in one.
In display racks across hotels, visitor centres, attractions, and cafés, brochures are placed where visitors are already looking for ideas. The front cover must catch the eye, feel relevant, and invite action all within seconds.
It doesn't just represent your offering. In that moment, it is your offering.
"Pick-up isn't accidental it's the result of a cover that connects."
A strong cover does four things at once even from across a busy hotel lobby:
Stands out quickly even from a distance
Connects with the right type of visitor
Reflects the real experience you offer
Signals quality, clarity, and trust
A weak or generic cover risks being ignored. Not because what's inside isn't valuable, but because it didn't earn attention. This isn't about flashy tricks or shouting the loudest. It's about creating a quiet but powerful pull: This is for me.
It's easy to grab attention with gimmicks like "Win a Luxury Holiday Break!" or bold, flashy graphics. But if your brochure is picked up for the wrong reason, it won't deliver results. It leads to waste rather than action, and your message ends up in the wrong hands.
It's not about reaching more people. It's about reaching the right people, those most likely to connect with your offer and take action.
Imagine a brochure promoting a peaceful garden retreat, but the cover shouts "Win a Luxury Hotel Stay!" Pick-up might surge, but most people drawn by the prize won't be looking for a garden experience. They'll take the brochure, but are less likely to visit, wasting brochures, distribution, and budget.
Your cover determines whether the brochure gets picked up at all. These essentials will help ensure your cover works hard to attract the right visitors.
Choose compelling photos that speak to your audience: whether it's nature, food, culture, relaxation, or adventure. Avoid generic or overly staged images. Make it real, and make it aspirational.
Say clearly what your brochure is about. Whether you're promoting a destination, attraction, experience, or service, the headline should immediately communicate the focus and draw in the right audience.
A short, benefit-focused phrase beneath the headline can strengthen your message by highlighting what's inside, who it's for, or why it's worth experiencing. Keep it concise and meaningful.
Your brochure should look and feel like part of your business. Include your logo or identity clearly. It reassures visitors, reinforces your name, and contributes to lasting recognition.
Don't overload the design. Use space well. Keep fonts legible, colours balanced, and avoid trying to show everything. One strong image and message is often more effective than many competing elements.
Most brochure racks are tiered, with only the top portion visible. Make sure your headline, key image, and branding are placed high enough to be seen. Print a mock-up, place it in a rack, and test its visibility.
Brochures can get flipped around on a display. Repeat the front cover design on the back, or include a simplified version of the image and message. Either way, make sure it still sells your business when reversed.
Your brochure cover does more than introduce what's inside. It sets the tone, conveys your standards, and signals what kind of experience the visitor can expect.
Visitors respond to feelings: joy, calm, excitement, curiosity. Choose imagery that lets them feel it.
If your cover promises one thing and delivers another, trust is lost. Make sure the message and imagery reflect what the visitor will genuinely experience.
Every element on the cover should serve a role. Remove anything that doesn't earn its place.
Done well, a brochure cover doesn't just increase pick-up. It pulls in the right people, at the right time, in the right place, and helps convert interest into action. Source: VisitorInternational.com
Whether you're a hotel, attraction, restaurant, or tourism service, if you want travelers to find you, we can help. Contact us to discuss your campaign.
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