1930s-style postcards are being used to tempt visitors to Dumfries and Galloway as part of a marketing campaign being devised by an Edinburgh-based direct marketing agency.
Navigator has launched a winter direct marketing campaign, for VisitScotland Dumfries & Galloway, aimed at prospective visitors, aged 45 years and over. Outdoor pursuits, gourmet foods, historic attractions and arts are all lauded in the postcards, already written and ready for
A mail-out of 50,000 cards offers winter offers and ‘early bird’ discounts on a range of accommodation, from guesthouses to country inns and four-star hotels.
Says Julie Allan, client services director at Navigator: “The communication is distributed to a ‘very warm’ database of returning visitors – we know this audience likes an itinerary-style holiday. The region is vastly diverse, and that’s what we’re communicating, using a warm and friendly ‘in-the-know’ style format that speaks directly to the target audience. Each of the excursions mentioned in the postcards is an accurate description of a ‘thing to do’ – and we know from feedback that many of the customers do take the mailers on holiday with them, to use as a day out travel guide.”
Established in 1993, Navigator has a staff of 48. Its clients include the likes of HBOS Group, Black Horse Finance, Intelligent Finance, ScottishPower, Remy Martin and De Vere Resort Ownership Ltd.
P.S. Yvonne Balfour, Navigator’s managing director, has been appointed chair of the Direct Marketing Association in Scotland, succeeding David Metcalfe.