O.A.R.S. Mail Showcases America’s Crown Jewels
Adventure trips take on added significance, thanks to a special partnership highlighted in this direct mail piece.
Mailer Name: O.A.R.S.
Date Mailed: April 2016
This tour operator was founded in 1969 by the late George Wendt with a clear intention of promoting “responsible travel.” Offerings include river trips, guided sea kayaking, hiking, and multi-sport adventures all over the world. All, according to the company, try to be respectful of “natural and social-cultural environments.”
This direct mail effort focuses on six trips to “Your National Parks” in their centennial year. As part of the celebration, O.A.R.S. promises several measures in support of the parks. For example, 1% of sales go to the National Park Foundation. And via a hashtag, #ShareTheWonder, it also promotes a chance to win a trip to a choice of parks.
Each one of the six trips briefly profiled includes at least one breathtaking photo, a base price, and a brief description. To get more information, travelers can choose from several options. A call to action stretching across the bottom of some panels directs them to the website and a phone number. A perfed BRC on one of the panels allows prospects to send for materials from a list of trips.
To bolster confidence in the company, much of another panel describes how “the difference is in the details.” “Our guides & staff earn competitive wages” one point reads. “We utilize alternative energy sources, “ another one claims. It also provides social proof: endorsements by three well-known travel magazines.
Environmental consciousness can be a major part of a winning strategy, as long as it is authentic.