Great Wolf Lodge Direct Mail Centers on Experiences
Building and keeping a base of loyal customers is never an easy job, but well-done direct mail can help.
Mailer Name: Great Wolf Lodge
Date Mailed: March 2014
There’s a lot of competition in the hospitality industry. To keep past customers from being lured away, Great Wolf Lodge, a chain of indoor water parks, engages them by reminding them of why they were a guest in the first place. It regularly mails "Wolf Tracks," an eight-page booklet with content and offers geared toward families, its primary customers.
The first spread opens with a letter on the left-hand page from the GM of the location where the customer stayed. “With everything under one roof, we promise everyone in the family will have a fun-filled theme,” he claims.
The rest of the spread pitches new experiences at the lodge for children. A discount on Spring rates of up to 25% is also promoted.
The middle spread is also aimed squarely at kids. There’s free content (e.g., a puzzle) and a special price on a magazine subscription.
The last spread continues the theme with two more offers for children on one page, and clip-out coupons and a spa discount for adults on the other.
When your brand encompasses a wide audience, like a family, talk to all members of that audience.