Instagram-first approach gives Outer Banks tour guide a distinct flavor

New photos are a staple of the Outer Banks Visitors Bureau Official Travel Guides, but recognizing that 30 percent of traffic to the bureau’s website comes from mobile devices—a figure that is only going to increase—led to the decision to illustrate the 2014 edition with smartphone-generated and edited images. Even the print version benefits from this approach, which provides the publication with a unique social media appearance even as it adheres to the highest standards of print production. Since 70 percent of those who request the printed book have a smartphone, the social media slant appeals even to those using the hard copy.

The online version offers a smart mix of digital technology and print sensibilities. The online version is also designed to be responsive, so it works just as well on a smartphone screen as on a larger desktop display.

The team responsible for this outstanding example of making something fresh from an age-old concept—the visitor’s guide—includes Aaron Tuell, Lee Nettles, Dana Grimstead, Lorrie Love, Allison Wyant, Matt Dubec, Amy Wood, Frances Bradshaw, Diane Bognich, Cheryl Hannant, Curt DeYoung, Robin Gard, Faye Lewis, Susan Draughon, Effie Jones, Terry Jones, and Jane Foster.

Congratulations on winning the prize for Best Publication in PR Daily’s 2014 Nonprofit PR Awards.

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