Overseas Adventure Travel's Get-a-Friend Direct Mail
A group tour operator’s direct mail piece offers its best customers several incentives to share referrals with their friends.
Mailer Name: Overseas Adventure Travel
Date Mailed: June 2017
Overseas Adventure Travel specializes in off-the-beaten-path international excursions. It was purchased by fellow travel company Grand Circle Travel in 1993, and has focused on small group travel for Americans over age 50. Trips are limited to 16 people.
Past travelers with OAT or Grand Circle can earn rewards through the company’s Vacation Ambassador Referral Program. It makes sense to leverage the goodwill you enjoy with your most loyal customers to find others who are passionate, inquisitive, and adventurous.
This most recent effort, a tri-fold self-mailer, works much like past ones, but with a twist shown on the front cover. “Help your friends on their first adventure and you could win $10,000 in Visa gift cards!” the teaser says.
Friend-Get-a-Friend campaigns in any channel work best when an existing customer is offered something to make their effort worthwhile. Depending on how many friends and family wind up taking a trip with OAT, the current customer can earn up to a free trip or $4500.
In a departure from previous efforts, each card also means a chance for both the old and new customer to win $5,000 each in Visa gift cards,
A personal referral might be just the push in the right direction a prospect needs.