Style Guide for Tourism

NOVEMBER 2004

Welcome to a great shopping experience at

Macy’s. From Maui to Manhattan to Miami and

beyond… here are all the details on a tourism

program that caters to our domestic and

international travelers. On the itinerary – a

special 11% Welcome Savings Card that’s good

in over 400 Macy’s locations, a benefits brochure

customized to each region, a warm invitation

to explore the joys of shopping at Macy’s.

OCTOBER 2004

WELCOME SAVINGS PROGRAM

Our goal is to present a comfortable and familiar shopping

experience coast–to–coast with a program of savings and benefits

exclusively for international and domestic travelers.

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PIECES OVERVIEWCOMPLETE SOLICITATION PACKET (OUTSIDE VIEW)

SOLICITATION FOLDER

SOLICITATION FOLDER COVER

INSIDE SOLICITATION FOLDER

INFO BROCHURE

INFORMATIONAL BROCHURE (COVER AND BACKCOVER)

INFO BROCHURE (GATEFOLD)

INSIDE INFO BROCHURE

SAVINGS CARDS

TWO TYPES OF SAVINGS CARDS

INSIDE THE DOMESTIC SAVINGS CARD (NARROW)

BARCODES

BACK OF THE SAVINGS CARD (NARROW AND WIDE)

OUTSIDE INTERNATIONAL SAVINGS CARD

INSIDE THE INTERNATIONAL WELCOME CARD (WIDE)

PAPER SELECTION & COLOR BREAKDOWN

COLOR BREAKDOWN/PAPER WEIGHT/INSIDE VIEW OF INFORMATION BROCHURE & DOMESTIC SAVINGS PASS

CONTACT INFORMATION

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EssentialsThe following guidelines address the look and feel of the

Welcome Savings Program— copy, typography, paper selection,

key brand parts, graphics elements, CMYK color breakdown, and what

you will need to build a successful tourism program relevant to your region

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PIECES OVERVIEW

6NOVEMBER 2004

COMPLETE SOLICITATION PACKET (OUTSIDE VIEW)

This is an overview of the outside covers, and sizes of the folder,

brochure and savings card.

1. Solicitation Folder 1.

2. Informational Brochure 2.

3. Welcome Savings Card (Narrow) 3.

4. Welcome Savings Card (Wide) 4.

1. SOLICITATION FOLDER COVER

The outside cover and back consist of a collage of the“welcome”words in different

languages. The cover features the logo in the lower middle portion of the folder.

The folder’s purpose is to hold the trifold and welcome pieces for tour operators and

travel agents. This is an optional portion of the complete tourism package.

7NOVEMBER 2004

SOLICITATION FOLDER

SOLICITATION FOLDER

8NOVEMBER 2004

1. INSIDE THE SOLICITATION FOLDER

This is where the savings program and the informational brochure will be

stored/mailed. Measures 8.75x9.25 with the standard pockets and 2 card slots

die cut to hold for a pair of business cards.

Business card die cuts

1. Solicitation Brochure

INFO BROCHURE

9NOVEMBER 2004

2. INFORMATIONAL BROCHURE (COVER AND BACK COVER)

This brochure is a trifold piece. Its cover should look and read like this. The back cover will

have a list of contact information for each division. The front and back copy should remain

consistent across divisions.

2. Informational Brochure(Cover and back)

INFO BROCHURE

10NOVEMBER 2004

2. INFO BROCHURE (GATE FOLD)

Here we illustrate the information brochure which explains our Welcome Savings

Program and all its benefits to travel agents and tour operators.

} This portion of the infobrochure reads as shownacross all divisions

} Shown is the DomesticSavings Card. Each divisionis responsible for providinga background image rele-vant to its division.

2. Informational Brochure(Inside)

INFO BROCHURE

11NOVEMBER 2004

2. INSIDE THE INFORMATIONAL BROCHURE

This brochure piece measures 8.5x3.75 closed; opened 8.5x11 in three columns.

NOTE: PICTURES MAY CHANGE ACCORDING TO MARKET REGION. The 2 outside columns

could be customized with the 4 or 6 benefits your division offers. Your division is responsible

to write its own copy and photograph its own images. The center portion must remain the

same across all divisions. Copy changes on side areas only.

2. Informational Brochure (Inside)

Copyu will skhlreahalrei tish sl is ktlutjtjs lsd tist lkjks sssmre to be albleto hsee if here isready to be seen

Copyu will skhlreahalrei tish sl is ktlutjtjs lsd tist lkjks sssmre to be albleto hsee if here isready to be seen

Copyu will skhlre ahalrei tish sl is ktlutjtjs lsd tist lkjks s ssmre to be alble tohsee if here is ready to be seen

More coy will hgoere and once it sready

BlahMore copy will tgo here

BlahMore copy will tgo here

BlahMore copy will tgo here

Copyu will skhlreahalrei tish sl is ktlutjtjs lsd tist lkjks sssmre to be albleto hsee if here isready to be seen

Copyu will skhlreahalrei tish sl is ktlutjtjs lsd tist lkjks sssmre to be albleto hsee if here isready to be seen

Copyu will skhlreahalrei tish sl is ktlutjtjs lsd tist lkjks s

Copyu will skhlreahalrei tish sl is ktlutjtjs lsd tist lkjks s

Copyu will skhlre ahalrei tish sl is ktlutjtjs lsd tist lkjks s ssmre to be alble tohsee if here is ready to be seen

More coy will hgoere and once it sready

BlahMore copy will tgo here

BlahMore copy will tgo here

BlahMore copy will tgo here

Copyu will skhlreahalrei tish sl is ktlutjtjs lsd tist lkjks s

Copyu will skhlreahalrei tish sl is ktlutjtjs lsd tist lkjks s

Copyu will skhlreahalrei tish sl is ktlssmre to be alble

Copyu will skhlreutjtjs lsd tist lkjks sssmre to be alble

ABrochure layout with 4 pictures, excess space issubstituted by copy. SeeFTP site for template.

BBrochure layout with 6 pictures, copy is kept to astandard as needed, spaceproviding. See FTP site fortemplate.

SAVINGS CARDS

12NOVEMBER 2004

Domestic Savings Card availablein wide and narrow formats

Savings Card available in wide and narrow formats

3. TWO TYPES OF SAVINGS CARDS

There are two different types of Savings Cards. They are:

Domestic.For out-of-state travelers*, must present out-of-state ID. It is valid for one day

only. The front cover says simply “Welcome Savings Card”.

International.For travelers from outside the USA. It is valid for 30 days. The front cover says

“International Savings Card”.

Both savings cards offer 11% off with very few exclusions. Every division is

responsible for acquiring translation into languages relevant to their locations.

There are also two different shaped Welcome Savings Cards. They are:

1. Narrow, fits in hotel brochure stands, a standard business card

envelope, ticket jackets and the Solicitation Folder. Its dimensions are:

H 6.75 x W 3.5 closed.

2. Wide, the same size and shape as a real passport. Its dimensions are:

H 6.25x W 4.125 closed. Recommended for handouts only. Recommended

for handouts only.

* On initial printing, you may version to yourdivision’s needs, but we will discuss versioningissues at our New York December meeting.

SAVINGS CARDS

13NOVEMBER 2004

}General Information thatwill read throughout theDomestic Savings Card.This copy should not change.

3. INSIDE THE DOMESTIC SAVINGS CARD (NARROW)

Explained here is the difference between the domestic and international

Savings Card Programs.

1. Domestic Savings Card. This savings card is valid for 1 day.2. International Savings Card. This savings card is valid for 30 days.

One noticeable difference will be on the cover. One will read International, and

the other will not.

SAVINGS CARDS

14NOVEMBER 2004

3. THE 11% TOURISM BARCODE

Divisions will create their own barcodes for the saving passes using the following

guidelines. The only variation in the barcode will be the number for the originating

division. The following table definitions should be used when creating the barcode

in order to track usage by division . If additional media type definitions for languages

other then listed are needed, please contact Marie Balbuena .

Keep in mind that all barcodesare the same, only the originatingdivisions change. Please refer totable definitions on right.

SAVINGS CARD

15NOVEMBER 2004

3. BACK OF THE SAVINGS CARD (NARROW AND WIDE)

Listed here are the aligned exclusions that are required to be in every card

(Domestic and International)

}Barcode.With the barcode we will be able to scan it and track divisions & regions, languageand domestic/internationalstatus. Copy should not change.

}

Map.Shows the states where aMacy’s stores are located.Copy should not change.See following page forbarcode information

Domestic

International

SAVINGS CARD

16NOVEMBER 2004

3. OUTSIDE INTERNATIONAL SAVINGS CARD

Same collage background with the only difference being the cover

reads “International Savings Card”. Keep in mind that this has an

expiration date of 30 days from date of issue.

International Wide Savings Card.(Also available in Narrow Format)

SAVINGS CARD

17NOVEMBER 2004

3. INSIDE THE INTERNATIONAL WELCOME CARD (WIDE)

The wide format allows for a die cut savings card that fits into a wallet. Associate

needs to validate date.

BREAKING IT DOWN

18NOVEMBER 2004

COLOR BREAKDOWN/PAPER WEIGHT/INSIDE VIEW OF INFORMATION BROCHURE & DOMESTIC SAVINGS PASS

Macy’s Yellow Macy’s RedC 0 C 0M 2 M 100Y 10 Y 100K 0 K 0

Paper weight

Paper weight for the Solicitation folder, Wide (Domestic and International) Savings Card is 100 lb

coated 2 sided with a varnish. The Trifold and Narrow (Domestic and International) Savings Card

is 80 lb coated 2 sided with a varnish.

CMYKC 0M 2Y 10K 0

CMYKC 0M 100Y 100K 0

FOR QUESTIONS OR ADDITIONAL INFORMATION

If you have a suggestion or a question about how to use the TourismStyle Guide, please feel free to call or email the contact below:

Name Marie Balbuena

Dept.. Special Events

Division Macy’s Florida

Phone Number 305.577.2126

NOVEMBER 2004

CONTACT

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