Lindblad’s Mail Focuses on Different Experiences
Most travel marketing promotes bookings for specific trips or stays, but not this direct mail package.
Mailer Name: Lindblad Expeditions
Date Mailed: February 2016
The adventure travel company operates cruises to a variety of destinations. One of them, The Galápagos Islands, is showcased by this direct mail piece. But, as the copy makes clear, it’s only a taste of much more content that’s available to the prospect.
The front of the outer envelope shows a blue-footed booby, a marine bird that nests in the famous archipelago. It also shows a free DVD. “See Galápagos in vivid HD,” it urges.
The envelope’s corner card, besides carrying the company’s logo, also includes that of National Geographic. The society is a long-respected travel authority, thereby lending some credibility to its partnership with Lindblad.
Inside, a very short note from the company’s CEO zeroes in on how the encountering the islands’ animals differs from other places. “It’s magical whether you’re 8 or 80,” Sven Lindblad enthuses. His father was an explorer who founded the company.
A folded brochure with strong visuals expands on the theme of being uncommon. Besides the animals, the undersea, the staff members, and the exploration tools are all different from other tours, it says.
The information presented on these is sparse, just enough to capture and hold the traveler’s interest. For further details on each, the brochure calls on the customer to get the DVD. To fulfill that request, a BRC is perfed to the reply card. It reminds them of the must-see DVD’s “eye candy.”
You can see for yourself how Lindblad leverages great photography and social proof to stand apart from its competition. To download a free PDF of this mail package, courtesy of Who’s Mailing What!, please click here.
Take a subtle approach by providing just enough specifics about your product or service to initially get their attention. Leave the details to a website or a print channel for conversion.