POSTCARDS – 1930s-style – 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 posting.
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.
P.S. Yvonne Balfour, Navigator’s managing director, has been appointed chair of the Direct Marketing Association in Scotland, succeeding David Metcalfe.