Westchester County Business Journal Magjak scores with ABC Tours
Magjak scores with ABC Tours
In the old days, Club ABC Tours mailed out thick booklets filled with travel packages, hoping members would flip through and book a trip.
Now, the Bloomfield, N.J.-based travel club has a new way of marketing, thanks to Port Chester-based creative marketing and production services company Magjak.
A recent highly personalized campaign involved the fusion of data analytics, marketing segmentation and variable data printing, said Magjak President Bruce Browning.
“Club ABC is a membership organization, so you would join as a member and in return you get deep discounts on travel packages,” Browning said. “They know exactly which of their members travel what time of year and where, so we leveraged that data into a direct marketing campaign, which involved direct mail, email and a direct response web component. For example, if we knew your family has been to Italy three times, we would recommend a trip back to Italy or a similar trip offer, with $100 off your next trip.”
From May to June, the campaign launch resulted in revenue totaling more than $500,000, more than 100 travelers, 150 new members, and more than100 new leads. Club ABC Tours called it one of the most successful campaigns in its 40-year history.
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