Brand recognition can go a long way in making the end user open an envelope. We recently received an envelope from Adventures by Disney and since I am a huge Disney fan, of course I was interested in what was inside. Let’s take a closer look.
Format: The envelope was a #10 policy (the opening on the short edge) with a brochure designed look like an airplane ticket.
Design: The envelope was printed in a solid dark blue with white text reversed out of the blue, making the envelope really stand out in the mail. The full color inner brochure was 9.25” x 11.5” and folded down to 3 7/8” x 9.25”. The brochure included a diecut pocket which included six cards of varying heights that looked like boarding passes. Each of the cards was full color with a different color on the leading edge. Overall, a very appealing look.
Printing & Paper: The stock was heavy enough and it arrived in good condition. They used a dull aqueous coating to give the piece a matte finish.
Presentation: I received the mailer as it. What I liked about it was they used a unique envelope so it opened differently than what we would normally receive in the mail. The individual boarding passes were a sampling of the trips: for example, one was to Tuscany and the card included the places visited, the duration of the trip, and special highlights of the vacation. They used a nice ratio of text to incredible photos.
Purpose: Disney was trying to get us interested in taking one of their trips.
Offer and Call-to-Action: no offer, just a call to action to call Disney, a travel agent or visit the Adventures by Disney website to learn more and/or book a vacation. A stronger call to action could be to save money if the trip is booked by a deadline.
Digital technology integration: Surprisingly none except mention of the website. One suggestion would be to include a QR code on the regular brochure that would take the reader to the Adventures by Disney website. In addition, they could include a qr code on each of the boarding passes that would take the reader to the webpage that discusses that particular trip. The qr code is used as a shortcut rather than typing in the long web address plus the user can get instant information about the trip.
Personalization: None but none was needed for this direct mail campaign.
Originally I opened the piece because I knew the Disney brand. I enjoyed looking at this direct mail piece because first, it visually was interesting, then second, the inner pieces were of a high quality and who doesn’t dream of taking a nice vacation?