December sees a major of overhaul of the magazine Ink produces for Ryanair. The client challenged the team to come up with something fresh and different. We took them at their word and what we’ve delivered is a monthly changing A to Z of travel based around the Ryanair network. So out goes the standard short front-of-book items followed by a feature well followed by more short back-of-the-book pieces. Instead the almost the entire magazine is 26 pieces of varying lengths organised by the alphabet. Feratures and shorts are mixed. In the December relaunch issue A is for April Fools, B is for bridge (the Millau Viaduct), H is for hobbit, and so on.
The letters and stories are all listed out on the contents, alongside the destinations that are linked to each story; the big ticket items are pulled out and highlighted with images and longer write ups.
The length of each entry is whatever the story merits: some are just an annotated infographic or big picture with an extended caption, as above…
…others, like the short story that results from the ‘Challenge’ run over several pages.
It is a perfect format for browsing.
The cover story falls under G for ‘Give us a kiss’.
The tone (and text) is generally playful and cheeky…
…but not forgetting the obligatory smattering of travel porn.
There’s even room for a man and his dog (under Q for ‘Q&A).
Difficult letters required a bit of lateral thinking: X is for ‘X Factor’ – does the Sunborn Yacht Hotel have it?
Z was going to be for ‘Zzzzzs’ ie hotel reviews until somebody learnt of the Latvian word for Christmas tree (Y is also for ‘Yuletide’ of course). What happens next month when the Christmas lexicon disappears in the rearview mirror, we’ll have to wait and see. (Posted by AndrewH)