Inkjet & Digital Printing

JTB Traveland and Fuji Xerox Receive Gold Prize for Promotional Direct Mail for Second Year Running at 25th All-Japan Direct Mail Awards

Tuesday 15. February 2011 - JTB Traveland, Inc. and Fuji Xerox Co., Ltd. have received a Gold Prize in the 25th All-Japan Direct Mail Awards, sponsored by Japan Post Service Co., Ltd. This is the second Gold Prize won by the two companies, following 24th All-Japan Direct Mail Awards last year.

JTB Traveland sent the award-winning direct mails to those who used the agency before, aiming to identify an effective communication method leveraging direct mails that can encourage them to go back to the agency again within a year from their first trip. Targeting all genders and ages, the mails were created verifying the most effective design and messages as well as the timing to send, to prompt the first-time travelers to book their next trips. The entire promotion procedure-the planning and targeting, designing and creating of the ad creatives, implementation, as well as evaluation of the promotion’s effectiveness-was conducted using direct2one, a one-stop marketing communication service offered by Fuji Xerox.
Fuji Xerox personalized the direct mails with different travel destinations based on a communication scenario created from the customers’ past travel history and characteristics, including gender, age and lifestyle.
The promotional activities successfully clarified the most effective timing to send a direct mail, as well as effective design and messages, to encourage more customers to use JTB Traveland again. Such method can be applied for various future promotions, which would contribute to more effective communications and reinforce relationships with customers.
For their strategy, creativity, and wide potential for other promotional usage, the direct mails created through the collaboration between JTB Traveland and Fuji Xerox earned the Gold Prize.