Resort Group Uses Mail, Print to Promote Aspen
The campaign, which will focus on the Dallas and Los Angeles areas, will use direct mail and print advertising in hopes of getting vacationers to book a customized vacation package.
The association will distribute 135,000 oversized direct mail postcards in May to people in the Dallas and Los Angeles areas. Recipients will be ages 24 to 44 with household incomes of $125,000 or higher, single and married, with or without children. The focus will be on ages 25 to 34. The postcards will highlight the various vacation spots in Aspen.
The full-page print advertisement features an image of a young woman with outstretched arms who "appears to be "embracing" the sunlight," the ACRA said. The headline reads, "The Aspen summer: It warms those parts of you that are otherwise hard to reach." Additional images will display activities, festivals and recreational opportunities in Aspen. A removable Post-it note is attached to each ad, inviting visitors to check out Aspeneffect.com or call a toll-free number in order to book a customizable vacation package.
The print ads will begin in the May issues of a number of magazines including Dallas and Los Angeles editions of Food & Wine, InStyle, Travel & Leisure, Vanity Fair and in the Beverly Hills editions of Newsweek, Sports Illustrated, Time and U.S. News & World Report.