ToursAbroad had a great idea and great big problem. The great idea was to combine travel to photogenic but out-of-the-way places in China with a master class in photography. The big problem was, ToursAbroad had yet to run a tour. In an industry where repeat business and word-of-mouth are everything, ToursAbroad was a cipher. We did persuasive, long copy ads that talked to the desire, lurking within every amateur photographer, to become the next Ansel Adams, William Eggleston or Diane Arbus, depending on personal preference. We explained to these individuals that if they didn’t visit these special places now, they would be lost forever, victims to China’s headlong leap into capitalism. The photographic instructors, we said, would either be killed on their next dangerous assignment or would likely not return next year, since their careers were blowing up and they were poised to become the next Ansel Adams, William Eggleston or Diane Arbus.
I don’t know what happened to those ads. We ended up with these.
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