Entertainment/Travel

Club ABC Tours wanted to create a campaign that would incent travel among current members and prospects. They paired with a full service direct marketing company to develop a multi-channel campaign incorporating direct mail, personalized landing pages, email and telemarketing. The direct mail piece used variable data and imagery to gain the attention of recipients. With this direct marketing solution Club ABC was able to increase revenue from bookings and memberships.
Published 2010

Kennywood Park, an amusement park just outside of Pittsburgh, PA., had never tracked direct mail response rates and wanted to test Personalized URLs as a means of tracking results. Working with Heeter Direct, a postcard marketing campaign was developed that had a 17% response rate and a 89% conversion rate. The postcards were a significant factor in the increased ticket sales on Kennywood's Web site.
Published 2009

Nemacolin Woodlands Resort (NWLR), an upscale resort located in Southwestern Pennsylvania, needed a direct marketing lead generation campaign to qualify leads for its Corporate Sales Representatives. Working with Heeter Direct, a postcard marketing campaign incorporating Personalized URLs was developed. With digital printing NWLR was able to target corporate event planners and ultimately sign six corporate event contracts.
Published 2009

As part of its overall efforts to find more effective ways to attract visitors to its state, the Maine Office of Tourism tested the use of customized digital printing in its marketing collateral. Variable data printing (VDP) was used to produce custom travel brochures based on the particular interests of people responding to questions on the Maine web site. To test the new approach, customized marketing brochures were run against static direct mail and the results were tracked to compare the two approaches and develop marketing best practices.
Published 2009

Exclusive Resorts is the largest destination club operating in the United States and has more than 3,000 members worldwide. Since the average price of becoming a member is $200,000, the company estimates that the pool of potential members is only about seven million people in the United States. The company was experiencing difficulties in obtaining fresh marketing leads and qualifying leads. A direct marketing campaign involving multiple touches and several layers of personalization helped the company improve its conversion rate by 130%.
Published 2008

The Pawtucket Red Sox, a minor league baseball team, wanted to increase the number of tickets sold per person in 2007 over the number sold in the 2006 season. Using a direct mail campaign with a personalized URL response device, the team met its objective. Almost 4% of the recipients visited their personalized URLs, and 36.5% of those who went to the personalized URL bought tickets.
Published 2008

The Automobile Association of America, Mid-Atlantic branch, wanted to reach out to its customers to encourage them to return to its stores to book more services or purchase more products. Using a two-touch mailer that reaches out to the customer before and after a trip, the company achieved response rates as high as 12.5% for in-store traffic.
Published 2007

Disney Destinations wanted to revamp the sales collateral it uses for business-to-business prospects interested in booking an event at one of Disney's five resort destinations. Instead of a box of information about every possible option, prospects now receive a full-color information booklet that contains only information relevant to their events. Bookings are up, prospects are happy to get just what they need, and printing and storage costs for collateral were cut in half.
Published 2007

The Portland Beavers wanted to encourage more area kids to attend its games. Using a personalized happy birthday card, the team reached out to members of its Kids Club and Birthday Club. Attendance at games increased.
Published 2007

Tourism British Columbia launched its BC Escapes marketing campaign to capture the attention of American and Canadian consumers looking for a quick getaway vacation. Using a customized brochure that was much shorter than the static one it had used, the organization reduced postage costs and saved money on paper and warehousing. Plus, it was able to gather information to use in future variable data campaigns.
Published 2007