Surfers travel to Puerto Escondido to surf the excellent waves. So by enticing them with a sneak view or simulation of the perfect waves they'll encounter once there, we created this simple promotional device. The idea of curling back the corner of the page created a highly interactive way of involving the prospective traveller and introducing them to the famous surf break. The folding wave technique also lures the reader into spending more time with the promotional material. It also leaves the promotion page dog-eared and easy to refer to.

The 'Puerto Escondido' package deal was booked out within 4 weeks of going to print. The client now runs monthly package promotions to different locations using the same interactive idea, except of course the waves and relief are different. The promotional ads have proved so successful with consumers that Zigzag, South Africa's biggest surf magazine has offered to co-own the idea and run an editorial-based monthly travel page with True Blue Travel.