Trek Powerfully Extends Its Brand With Direct Mail
People who buy and ride bicycles do so for lots of reasons, like fitness, commuting for work, and basic transportation. So when these people want to take a vacation, why shouldn’t they turn to one of the biggest brand names in the bike business? Trek Travel, a division of Trek Bikes, mailed a catalog showcasing the worldwide tours it operates.
Mailer Name: Trek Travel
Date Mailed: September 2015
The first few pages of the “2016 Trip Planner” explain what it calls the “Trek Difference”: the company’s commitment to provide “impeccable quality.” The training of the tour guides, the bikes the customer will ride on (and can be fitted for beforehand), and a cancellation guarantee are all intended to reassure the customer.
The bulk of the planner is devoted to individual trips, organized by continent, then specific location. Large photos, many of them across spreads, are carefully balanced among scenic vistas, road shots of cyclists, and close-ups of smiling riders either individually or in groups.
The inside back cover can be opened to a fold-out chart showing trip dates, destinations, style (e.g., luxury), and pricing.
Although it’s a brand associated with high-performance cycling, Trek wants to make sure it appeals to a wide variety of riders. The copy goes to great lengths to explain that the company’s focus is on the customer experience and offering options.