Tourist information centre leaflet distribution in the UK
Tourist information centre leaflet distribution places an attraction's DL or A5 leaflets in the racks of staffed UK visitor centres and replenishes them on a cycle. iDO (Info Display OOH Ltd) racks information centres as one site type within 150,000 print points, the biggest print distribution network in the UK.
Sugandan Balaji
What is a tourist information centre and what does it rack?
A tourist information centre, or TIC, is a staffed visitor centre run by a local authority or a destination management organisation that gives visitors maps, local advice and a wall of racked leaflets for things to do nearby. The racked leaflets are the part an attraction can buy into.
Tourist information centre leaflet distribution is the service that puts an attraction's leaflets into those racks and keeps them stocked. A TIC network is the set of those centres across a county or region. Fewer staffed centres survive than a decade ago, after years of local authority budget pressure, so a plan built only on tourist information centres is thin on its own. iDO (Info Display OOH Ltd) treats information centres as one site type inside 150,000 print points across the UK, the biggest print distribution network in the UK.
How do leaflets actually get into a tourist information centre rack?
Leaflets reach a tourist information centre rack one of two ways. The attraction posts a box to the centre and hopes, or a distribution company delivers, racks and replenishes the stock on a fixed cycle. Only the second can be checked.
A racking visit is a physical job. Someone drives to the centre, asks at the desk, finds the pocket, clears dead stock, faces the leaflets forward and photographs the rack. iDO runs this from 60+ distribution centres across the UK with teams local to their own areas, because that person needs to know which centre has six pockets free and which has a waiting list. Most tourist information centres also set their own house rules.
- Ask the centre before printing, because many pockets are DL only
- Expect a stock cap per drop, often under 100 leaflets
- Many centres charge a seasonal display or handling fee
- Anything wider than the pocket is refused at the desk
What size leaflet fits a tourist information centre rack?
The standard UK tourist information centre rack pocket takes DL, 99mm by 210mm, which is A4 folded into three. A5, 148mm by 210mm, fits the wider pockets found in larger visitor centres. Outside those two sizes you are gambling on the rack.
Weight matters as much as size. A leaflet under about 130gsm curls forward in a deep pocket and falls flat, hiding the title. Between 150gsm and 170gsm a single sheet stands up unsupported, so 170gsm silk is the usual choice for an attraction leaflet that has to survive a full season.
| Format | Size | Fits a tourist information centre rack? |
|---|---|---|
| DL | 99mm x 210mm | Yes, the standard pocket |
| A5 | 148mm x 210mm | Yes in wider pockets, confirm first |
| A4 folded to A5 | 148mm x 210mm closed | Yes, but fewer copies per pocket |
| A4 flat | 210mm x 297mm | Rarely, usually counter or wall only |
When should an attraction rack leaflets in tourist information centres?
Rack early and replenish through the season. UK tourist information centres take their first stock of the year in February and March, ahead of the spring half term, and their racks empty fastest from late July to the end of August. An attraction leaflet that arrives in June has missed the planning window for most of the summer.
The shoulder season is the part most attractions underuse. September and October footfall through information centres is older, slower and more willing to read, which suits an exhibition, event or garden message rather than a family day out. November and December racking is worth holding only at the centres near a Christmas trail or a city break market.
How do you prove the leaflets were displayed?
Ask for GPS tracked distribution and a dated photograph of your own leaflets in the rack at each tourist information centre. A delivery note proves a box arrived and nothing more.
iDO has invested over £250,000 in a reporting system that GPS tracks the run, photographs the display and publishes both to a live dashboard with geo located maps. Clients including the National Trust, English Heritage, Cadw, ZSL London Zoo, Merlin Entertainments and SS Great Britain use that evidence to decide which centres to keep the following season.
Frequently asked
- Do tourist information centres charge to display leaflets?
- Many UK tourist information centres charge a seasonal display or handling fee, set by the local authority or destination management organisation running the centre. That fee is separate from the cost of delivering and replenishing stock. Confirm it before you print.
- How many leaflets should I send to each tourist information centre?
- Send enough for one replenishment cycle rather than the whole season. Most tourist information centres have limited storage and cap what they hold. A common pattern is a modest opening stock topped up every four weeks, tightening through the summer school holidays.
- Is tourist information centre distribution enough on its own?
- No. Staffed tourist information centres are fewer than they were, so a TIC only plan reaches a small share of visitors. Pair them with hotels, campsites, service areas and other attractions. iDO holds 150,000 print points across the UK to build that wider plan from.