Titan Travel sees award-winning results from increased brochure personalisation
Titan Travel is one of the UK’s leading escorted holiday specialists, providing award-winning travel across seven continents. Knowing its travel brochure is a key component in its sales process, Titan wanted to test whether improving its customer experience with more personalisation would drive additional sales.
After extensive research and data compilation around what its customers want, Titan set out to design and deliver its most refined personalised customer-centric brochure that reflects the desires, attitudes and needs of its target customers.
Mood-boards were created to ensure all creative assets reflected the personas of Titan’s segmentation groups, including their interests, tone of voice, personality and design preferences. Using unique touch-points, personalised data and segmentation profiles would be included throughout the brochure to tailor the content to each individual.
Firstly, the front cover was selected out of 34 different images to reflect the customers next most likely product to be purchased. The cover featured the customer’s name to provide a more bespoke offering and make each individual feel extra special. Inside it referenced the customer’s last purchase with Titan and the next 3 most likely purchases. The cover also doubled as a throw out for customers to use as a bookmark whilst also providing a more premium feel to the soft touch printed covers.
On the back cover, Titan’s contact details were tailored to whether the customer preferred a personal experience with a sales consultant or to book online. There were also multiple versions of base letter text, headers and previous / future holiday suggestions that were incorporated together to create a final text unique to each individual customer.
This was delivered through a mixture of fully personalised digital printing and generic litho printing. The cover and sections were matched and perfect bound.
Nearly 30,000 personalised brochures were mailed out to new and existing customers. As well as generating an incredible ROI 37:1, an increase of 533% compared to non-personalised brochures, the project saw increased brand awareness from word of mouth promotion via customers sharing their personalised brochures on social media.
Titan Travel commented: “We wanted to test whether additional personalisation would improve results and needed a supplier who would be able to handle all the extensive digital variability and the exceptionally high standards of printing and finishing. The test was hugely successful and delivering the job made easier working with a professional company like Lettershop.”
Following submission to the DMA Awards 2020, Titan’s personalisation brochure campaign led to winning GOLD in two categories: Best Use of Mail and Travel & Leisure.