Crafting a luxury travel product / by Thomas O'Malley


The challenge - to update the printed materials of WildChina, a Beijing-based luxury travel operator. I was onboard as writer and creative consultant, together with their in-house designers.


The elegant package unwraps to reveal individual trip cards together with a flagship corporate brochure and other materials covering the education and corporate travel arms of the business.


The brochure begins by playing on the slightly ambiguous WildChina name; the founder appreciated this approach because the name has sometimes been a source of anxiety for potential customers (WildChina being a luxury outfit but potentially being interpreted as a "wild" or budget-minded adventure company), not to mention the nature documentary series of the same name.


The question "How Wild is Wild China?" is broken down into a series of dictionary definitions that serve to exemplify - via a neat leap of logic - the core features of the business. This has also been used on the "Why Us" section of the company's website.


The brochure includes excerpts of key messaging I wrote for the brand. Words that inspire the potential traveller, that contain and champion the vision of the company, and that don't fall back on China's "mist-swathed mountain" cliches:

China is a nation of people and their stories. Of joy and struggle, tradition and innovation. Of mighty rivers, vast wilderness, and sprawling mega cities. It’s a tale 5,000 years in the making, and we’re just getting to the most exciting chapter.

We are the travel company that punches through the tourist bubble to get to the real stories. We empower you to discover the China that lives amid the aromatic sizzle of street-side woks, in bustling city markets and far-flung mountain villages, and most of all, in the hearts of the people you will meet along the way.

Play your part in the story of a nation set to shape the 21st century. Come with us to Experience China Differently.