An Individualized Journey.
Backroads is an active travel company that specializes in amazing trips to destinations around the world. They have many loyal customers who travel with them year after year. But when bookings dipped due to the economic downturn, they decided to reach out to past customers. So we created individualized mailers showing inspiring images of the customer’s last Backroads trip providing an emotional reminder of their previous experience. The mailer drove them to a personal website with video overviews of three recommended destinations. We also created an online “trip selector,” asking a few simple questions about travel preferences and made video recommendations based on those answers. This approach produced twice as many bookings as their standard catalog. Viva la bicyclette!
