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CANADIAN OFFICE OF TOURISM LETTERS
Personalization in direct mail isn't used just to add one-by-one personal elements to a letter. Many
times, it can also be used to create messages designed to appeal to whole segments of a list. The
Canadian Government Office of Tourism, for example, utilized the computer to tailor messages to
specific travel interests of their neighbors south of their border.
A long-running promotion campaign first sought to identify specific travel interests through an
inquiry program. Then, once an American's name was on their list, they mailed a series of travelstimulating
letters to each segment. Each of the letters not only pinpointed recreational interests,
but was tailored to the particular section of the United States where a recipient lived.
If you are a skier and live in Chicago, for example, an October letter would say:
This year when you "THINK SNOW," think Skifari Country in
Alberta's fabled Canadian Rockies.
It doesn't matter if you're a hotshot or a novice, there's a fantastic
experience waiting for you. All-inclusive Skifari packages put it all
together — and they're packed with value.
A full week's skiing in magnificent Banff/Lake Louise with three great
ski areas is yours from $117 (up to $174 in high season). If you're
a cross-country skier, it's even more economical . . .
A long way to go for a week's skiing? Not a bit! Skifari Country is
an easy Air Canada flight away from Chicago.
If you live in the East and like spur-of-the-moment travel, a letter might say:
We specialize in helping people with those spur-of-the-moment holidays
that are often the most enjoyable of all. Even if you've practically
completed your holiday thinking, give Canada another
thought. This year, more than ever, your next-door neighbor offers
the affordable vacation.
We're different, but nearby and friendly. Not an overseas air fare
away. Easy to get to ... and easy on the budget. . .
Come to Atlantic Canada and enjoy some of the most beautiful
scenery on the continent, with the salty tang of the ocean everywhere.
If a Canadian convention or conference is scheduled, special letters go to potential registrants:
We are pleased that Dr. W.K. Lindsay and his colleagues at the
Hospital for Sick Children will host the 3rd International Congress on
Cleft Palate and Related Craniofacial Anomalies in Toronto,
June 5-10.
www.greatestsalesletters.com - 407 -