2023 Stockton Visitor Guide

Deliverables

Magazine Booklet

Role

Graphic Designer
Layout and Typesetting

Credits

Marketing Manager Amy Alpers
Copywriter Anthony Esteves
Videography Jesse Salazar 

Overview

The Stockton Visitor Guide is an informational magazine that serves as a comprehensive publication, showcasing what Stockton has to offer, including attractions, activities, local businesses, and fun facts. Aimed towards visitors and locals alike, this free magazine offers detailed insights, maps, event calendars, and itineraries to allow people to explore and enjoy the city to its fullest.

Highlights

25,000 Total Printed Copies
15,000 Distributed to Local Hotel and Attraction Partners
874 Total Copies Mailed Out
120,000 Digital Views

Revamping a Guide After a Two-Year Break

Due to the uncertainty of the future brought upon by the pandemic, the production of the annual updates of the Stockton Visitor Guide guide was put on pause back in 2020.

Two years later, as things slowly settled back in place, the Visit Stockton team decided it was time for the Stockton Visitor Guide to make a comeback with an updated, and refreshed new look!

Key updates in the 2023 guide include:

·  Emphasis on the Visual Impact over text-heavy content (see before-and-after example on the right)

·  Neighborhood Highlights

·  Featured Articles

·  User-Generated Images from Local Content Creators

·  Removed Advertisements

Show. Not Tell.

After conducting a competitive analysis of other tourism locations' visitor guides, one of the things that stood out was that the 2019 Stockton Visitor Guide includes a lot of text-heavy content. As an inspirational and reference magazine, people do not read all of the text that is written, and instead scan through the pages to see what captures their attention.

In the 2023 edition of the Stockton Visitor Guide, I placed a lot of emphasis on using stronger images that showcase Stockton's stories.

Pictures Got Your Attention? Read on!

Text-heavy pages are not the enemy. Having strong images and text layout captures the reader's attention, and invites them to have a deeper understanding of Stockton.

We wanted to have our visitor guide to not just be full of business listings, but also to be informative on the quirks, history, and fun facts about our city.

Results

Metrics

25,000 Total Printed Copies
15,000 Distributed to Local Hotel and Attraction Partners
874 Total Copies Mailed Out
120,000 Digital Views

Distribution

Stockton Arena (Adventist Health Arena)
Bob Hope Theatre
Visit Stockton Visitor Center
Haggin Museum
University Plaza Waterfront Hotel
+10 other Local Hotel Partners