NOMINATED BY: Creating ResultsPROJECT STATEMENT: Lifestyle events for Traditions of America had once successfully introduced prospects to their communities. But with attendance starting to lag, a new approach was needed. The solution was an aspirational travel theme with a passport-style invitation sent to a purchased list of highly targeted prospects (income, age, geography). The passport approach served as both a standout direct mail piece and as a way to ensure prospects experienced the entire community during their visit.
Attendees who brought their passport and had the pages stamped at eight stops showcasing the lifestyle within the community were entered in a prize drawing. The passport was utilized for three events at communities over a year; attendance exceeded goals by nearly 25 percent.
DEVELOPER: Traditions of AmericaBUILDER: Traditions of AmericaMARKETING FIRM: Creating ResultsPROJECT WEBSITE: traditionsofamerica.com