is trialling a web-only brochure in a pioneering move that will save the
operator around £50,000 in production and distribution costs.
59-page Canaries programme is thought to be the industry’s first exclusively
the operator’s programmes – and those of sister company Manos – will be
available to download but will also be distributed in the traditional method.
production and distribution have long been the single most draining cost for
operators who have tried various ways to reduce brochure wastage.
head of marketing Owen Whitehead estimated it cost £50,000 when the company
last produced a dedicated Canaries brochure for the winter 2001/02 season.
potential cost savings are pretty incredible and we believe it an industry
first. It will also enable customers and agents to download pages in a few
minutes rather than wait two days for a brochure to arrive by post.”
will be monitored before any further on-line-only brochures are launched, he