Footsteps in History
Battlefield Tours takes history enthusiasts to the places where history happened, guided by specialists who bring every story to life. I replaced its long-running Bulletin with Footsteps in History, a collectable magazine built around what its customers value, giving them anniversaries, guide Q&As and real traveller stories before showing them any product.
My Role
Lead Designer
Tools
InDesign, Photoshop
The Brand
Leger Battlefield Tours
For years, Battlefield Tours sent customers a 36-page Bulletin between its main brochures.
Its performance had been falling, and the business felt the format needed a fresh approach.
The brief was a tactical mailing to fill the remaining 2026 capacity and start building 2027 sales.
The Challenge
Battlefield Tours customers are history enthusiasts who want depth before they book, so product takes a back seat. Rather than another offer mailer, I designed something worth keeping.
The design deliberately steps away from the usual Battlefield Tours brand, so it lands on the doormat looking like something new and makes customers want to open it. The cover reads as a magazine, not a brochure, with a strong headline and a single anniversary hook, 1916 and 110 years since the Somme, with features teased around it.
Inside, every page is built around what these customers value and engage with most: the people and stories behind the tours. That means Q&As with specialist guides, traveller reflections and features on key campaigns, plus book and podcast recommendations. The stories build an emotional connection first, and that is what creates the intent to book. Tour information sits quietly alongside, ready for when the reader is.
Old photography sits next to present day images from the tours, so the reader sees the history and then pictures themselves standing there today. A serif typeface brings an editorial feel, closer to a history magazine than a holiday brochure.
The Approach
Footsteps in History brought in nearly twice as many bookings as the Bulletin it replaced, and almost three times the revenue. Each copy mailed worked harder too, generating more than two and a half times the revenue of its predecessor.
+82% bookings
+183% revenue
The Impact
