Rocky Mountaineer's direct mail response goes off the rails
Article Abstract:
Rocky Mountaineer Railtours' latest direct-mail campaign had a conversion rate of 3% and generated $1 million in incremental revenue. The railroad tour operator sent as many as 20,000 direct-mail pieces, mainly to couples aged 55 or older. A control package was included in 75% of the direct-mail pieces while the rest had a postcard test. Individuals were directed to one of two toll-free numbers to track response rates by package types. The campaign produced 203 bookings and 511 guests.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2001
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Ballard ad takes alternate route
Article Abstract:
Fuel cell technology firm Ballard Power Systems has developed a unique advertisement to recruit prospective employees. The ad does not contain much text and portrays Ballard's technology and environmental responsibility. The ad was developed through conversations with employees and imparts the message that Ballard is an ideal place where employees can change the world.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1999
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