Archive Observations: Where the Boys ... Aren't
March 19, 2009

Gender-specific vacations are not exactly new to direct mail—for example, golf trip packages heavily target men. But two offers received by the Archive in December for the first time promote "girlcations." Tour operator Overseas Adventure Travel (Archive code #501-172254-0812) mailed a 5-1/2" x 8-1/4" invitation-style offer for a women's "Only Get Together." The event, with two East Coast locations, is intended to preview the launch of women's-only trips (based on surveys and feedback from female travelers).