In an ideal world, we’d still be producing the full brochure: people liked it and it consistently delivered a fantastic response. The reality is that times are tough and budgets are tight: what’s important is that we’re still applying the same strategic thinking and creativity.

There was some concern initially that the Club members might be upset when they didn’t receive the 16-page brochure they were used to. So far, those fears have proved groundless, and the response has been overwhelmingly positive.

This is a much more pared-down design than we’ve done for Barceló in the past; the fonts, in particular, are very clean and contemporary. We’ve maintained consistency with the colour palette and choice of images, so it can be seen as an evolution, rather than a total departure from what’s gone before.