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Alaska Tourism - cashing in on the Palin phenonemon
Regardless of your personal opinion of Governor Palin, this week I received an interesting direct mail piece from the state tourism office offering to send me a slick pamphlet touting the benefits of visiting Alaska. I thought this bit of marketing was smart for a couple of reasons:
1. Intrigue Factor – the envelope simply states “Office of the Governor of Alaska” and includes the state seal. Right away the recipient is intrigued what the governor is writing about. Is it related to her possible run for president in 2012? Is she looking for helicopter moose hunting partners? Something else?
2. Timely – Alaska is clearly taking advantage of the governor’s dramatically increased brand recognition to generate interest in the offer and increase response rates to the campaign. Within 60 days of the election, and with Gov. Palin still very much in the news, the state launched the new campaign.
3. Imagery – The piece not only used the governor by name but also includes her well-known image on the response card so people instantly recognize who the offer is from.
The mailing seems to be targeted at residents on the west coast (“Dear Neighbor” is the letter’s salutation) so I suspect this went to people in Washington, Oregon and probably western Canada at least. It will be interesting to see whether and how they augment the direct mail with other ways to reach their target market. So far I haven’t seen any Alaska tourism TV ads, which would be a smart way to expand their reach and reinforce the message in the DM piece. |
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