ITC travel group sees 200% ROI following “coffee table” direct mail

IF. agency says its client, ITC Travel Group has reported a 200% return on investment, following its direct mail campaign.

The Altrincham agency was tasked with helping the travel company stand out in a crowded marketplace during the peak booking season.

Its answer was to create a direct mail campaign, Taking You There, the 120-page full colour coffee table book featured travel advice written by each of the company’s territory specialists, to showcase that the company offers a “more personalised, itinerary-led travel service.”

“The ‘DM’ was an experience in itself: stylish, personal and worthy enough to grace the coffee table of anyone lucky enough to receive it,”

explained IF. Creative Director Jo Whiteley.

“An authentic travel guide, providing inspo time & time again – unlike any other ‘travel brochure’, this was curated to share real experiences, opinions & recommendations, each page individually designed for a fully immerse read.”

Alexis Sharples, Marketing Director ITC added:

“This was a significant investment and a change of strategy for us. IF.’s uncompromising creativity and collaborative approach gave us the confidence to go for it… and it paid off! With THE best reaction ever recorded for a DM campaign. We more than doubled what we spent to date.”