The current economy is a bumpy trail for many travel marketers. But Backroads is finding a clear path thanks to postcard mailings using personal URLs and other digital enhancements.

The high-end adventure travel company — which markets trips typically costing between $2,500 and $4,500 — first tried the tactic last winter with a 30,000-piece campaign that netted conversion and response rates exceeding 12%, twice what they typically generate, says Massimo Prioreschi, vice president of sales and marketing, Backroads.

MEMORY TRIGGER
One side of the 5-1/2-inch by 10-1/2-inch postcard was a stock image of a previous destination. On top of the postcard was a headline that stated the recipient’s family trip and year. Below that, the copy said it was “Time for another memorable family trip. Find yours here,” with the personalized URL printed below that.

The other side of the postcard featured three other suggested travel destinations based on recipients’ past choices.

“If your last trip was Tuscany, your next trip might be the Loire valley,” he says.

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