Jtb Corp DM POSTCARD FROM YOUR NEXT DESTINATION by Fuji Xerox

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POSTCARD FROM YOUR NEXT DESTINATION

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Industry Travel Agencies, Tour Operators & Travel Services
Media Direct marketing
Market Japan
Agency Fuji Xerox
Art Director Masashi Iwaki
Copywriter Masami Watanabe
Designer Asako Iwaki
Producer Naho Kobayashi
Released September 2010

Credits & Description

Category: Flat Mailing
Advertiser: JTB TOKYO METROPOLITAN
Product/Service: TRAVEL AGENCY
Agency: FUJI XEROX
Date of First Appearance: Sep 8 2010
Entrant Company: FUJI XEROX, Tokyo, JAPAN
Producer: Naho Kobayashi (Fuji Xerox)
Art Director/ Planner: Satoko Shimizu (Fuji Xerox)
Art Director: Masashi Iwaki (Iwaki Design Firm)
Designer: Asako Iwaki (Iwaki Design Firm)
Copywriter: Masami Watanabe
Database Analyst: Katsunori Horii (Fuji Xerox)
Assistant Database Analyst: Kota Morita (Fuji Xerox)
Production Manager: Kenichi Ishihara (Fuji Xerox)
System Engineer: Tatsutoshi Tokunaga (Fuji Xerox)
System Engineer: Hisashi Moriya (Fuji Xerox)
System Engineer: Nobuyuki Kawai (Fuji Xerox)
Desk Top Publishing Operator: Yoshiko Harima (Fuji Xerox)
Account Executive: Kotaro Nakamura (Fuji Xerox)
Media placement: Direct Mail - None - 8th September 2010

Describe the brief/objective of the direct campaign.
CLIENT
JTB Tokyo Metropolitan Corp. (Japan's leading travel agency)

OBJECTIVE
Strengthen customer relationships and promote increased visits to JTB.

TARGET
Existing customers with bookings totalling ¥250,000 or more over three years.

STRATEGY
The integration between the JTB database and our on-demand printing was the key to personalized creative content and it was led to a great response to the campaign.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A Postcard From Your Next Destination
Based on both quantitative analysis of travel history data and qualitative research into their lifestyles and values, details on particular behaviours, interests, and concerns were used to complete the profiles of each customer, and we defined four distinct travel preference clusters and recommendations designed to entice them. By sending `post cards' from the recommended destination、we provided that exciting "gotta go there" feeling and made customers want to open the mailing and read the details of JTB's offer.

Explain why the creative execution was relevant to the product or service.
Our creative strategy was to deliver impact with great looking postcards of destinations likely to appeal to each customer, accompanied by messages in handwritten style like a friend's account of a great trip. Inside the greeting cards we realized one-to-one communication in personal-style messages written as from the friendly JTB agent familiar to the customer, integrating customer information and personalized recommendations.
As competitions from discount Internet vendors grow, JTB is reinforcing its position as the travel partner that puts a face on great service with in-person one-to-one vacation planning. Our campaign was designed to reinforce appreciation of JTB's personalized service.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
RESULTS
50,000 recipients
8.8% response

4,400 new vacations were booked as a result, with an average expenditure of ¥160,000.

The client realized ¥7,000,000 in new revenue for an ROI of some 260%.