Pictures Sell in TCS World Travel’s Mail
Visual communication can be incredibly powerful when selling travel, as demonstrated by this simple direct mail piece.
Mailer Name: TCS World Travel
Date Mailed: January 2016
This self-mailer measures just 6”x8” when folded. But the image on its front panel is a striking one. It shows Uluru, a.k.a. Ayers Rock, a giant sandstone formation in Australia. It’s just one destination found “Under Southern Skies.” TCS is offering a trip by private jet to a variety of sites in Australia and New Zealand.
When unfolded, the first set of inside panels shows other attractions, both natural and human-made. The mail piece opens again to four more panels. A map showing the trip’s stops is set against a photo of two kangaroos bounding across a landscape.
The remaining panel doesn’t add much to the minimal copy from the rest of the mailer. “23 days of natural wonders, vibrant art, urban culture and world-class wineries,” it teases. It’s followed by a call-to-action for a full-size brochure.
Photographs can be even more impressive when text overlays are kept to a minimum.