Seasonal Invitation is the name of Hotel Chinzanso Tokyo’s guest relations print booklet. The hotel has been producing it for more than 60 years. Published every other month, it is distributed to some 60,000 individuals in their database.
In June 2018, Paradigm won a competitive pitch to completely reimagine it. Here’s what we did:
We overhauled the approach to content, choosing to use less text than in previous incarnations of the booklet to give the images more room to breathe. But the quality of the words we did use was a high priority. Our head of copy, Andrew Howitt, and his team of writers crafted Japanese and English text that would engage readers. We added sections featuring interviews with interesting people who worked for Hotel Chinzanso. We also decided to take a novel approach to the covers and commissioned the award-winning Polish illustrator Ewelina Skowronska to create them for us. We designed a unique cover flap that, when opened, revealed the key subjects of the illustration.
One of the most important aspects of Seasonal Invitation is showcasing the amazing food available at the hotel’s restaurants. To do this at the highest level of quality, we engaged Tatsuro Kakishima to help us take the food photography to an entirely new level.
Seasonal Invitation’s transformation was completed when we specified it being printed on a new paper stock — B7 Bulky by Nippon Paper Industries, which offers a combination of a soft-textured feel with excellent photographic reproduction.
After producing one full year’s cycle of Hotel Chinzanso’s Seasonal Invitation, we believe we have created a great foundation for the next 60 years.
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