Citi Promotes Travel With Credit Card Mail Offer
Mailer Name: Citibank
Date Mailed: April 2016
Or, in this case, not gold, but platinum, as in this promotion for the AAdvantage Platinum Select MasterCard. For years, American Airlines AAdvantage, the carrier’s frequent flyer program, has partnered with Citi in offering financial products. This effort uses a folded self-mailer instead of an envelope, like much of its mail recently.
“Everyday purchases are your direct route to adventure” reads the teaser on the top flap of the direct mail piece. Besides the card, it shows travelers (adventurers) on a dock at a mountain lake. The photo makes another travel connection, as it’s shaped like North America.
Next, when opened to the first spread, a simple 4-paragraph note appears on the inside flap. It directs the prospect to look at the enclosures for more about the offer, as well as fees, and other information. “[M]embership,” the letter says, “rewards your love of travel.” It details how the new cardholder can pile up AAdvantage miles based on their spending. A chart in the right rail adds the 40,000 bonus miles offered to their current total. And to whet the traveler’s appetite, it also mentions benefits like boarding privileges and in-flight savings.
Finally, the direct mail’s package fully opens to show three panels. The middle one’s flap holds the enclosures and provides three options for the call to action. The other two panels, though, use travel-oriented graphics to tantalize the prospect. The top one breaks down how many destination the company flies to on each continent. The bottom one uses pictographs to visually represent how ordinary spending on the card triggers the 40,000 mile reward.
Where possible, use visual aids to support or add to your description of features and benefits.