Panoramic views of the Canaries

PANORAMA is trialling a web-only brochure in a pioneering move that will save the operator around £50,000 in production and distribution costs.

The 59-page Canaries programme is thought to be the industry’s first exclusively on-line brochure.

All the operator’s programmes – and those of sister company Manos – will be available to download but will also be distributed in the traditional method.

Brochure production and distribution have long been the single most draining cost for operators who have tried various ways to reduce brochure wastage.

Panorama 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.

“The 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.” 

Hits will be monitored before any further on-line-only brochures are launched, he added.