ToursAbroad had a big idea (to combine travel to out-of-the-way places in China with master classes in photography) and a bigger problem (the young company had yet to run a tour). In an industry where repeat business and word-of-mouth are everything, ToursAbroad was a cipher. Minneapolis, Minnesota-based Smugglers’ Inn did long copy ads that spoke to the desire, within every amateur photographer, to become the next Ansel Adams, William Eggleston or Diane Arbus. The ads explained that if photographers didn’t visit these special places now, they could forfeit the opportunity forever–victims of China’s headlong leap into capitalism. The wordy ads were eventually replaced with these more pointed executions.
// From our friends at Communication Arts