The challenge from Hilton was five-fold:
- Integrate direct mail and follow-up telemarketing.
- Generate high quality tours at a reasonable cost.
- Refine list targeting.
- Position property to achieve maximum results.
- Reinforce brand identity.
H&J developed and refined the client’s house lists, then carefully tested and retested the messaging. Creative included an attention-getting purple carrier, heavily personalized letter and redesigned brochure. The mail dates were staggered to maximize effectiveness of follow-up telemarketing.
The client called this the most successful mail/telemarketing program they had ever done in terms of quality tours and subsequent sales!
