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Vacation.com Enhances Engagement ProgramNovember 18, 2008 By: George Dooley
Vacation.com reports it has launched several key enhancements to its direct mail and e-mail consumer-marketing program— Engagement— including a new ordering system and personalization options. The Engagement program consists of offers from preferred suppliers exclusively negotiated for Vacation.com members. Vacation.com turns these offers into professionally designed direct mail or e-mail promotions targeting pre-selected clients with the member agency as the sole call to action.
“We really listened to our members and made changes to ensure our award-winning consumer marketing program remains best in class,” said Stephen McGillivray, Vacation.com’s vice president of marketing. “These new features will make it even easier for our members to send outstanding preferred supplier offers to their clients and generate sales for their agency. The Engagement program is going to play a big, profitable role for our members in 2009. The key to succeeding in tough economic times is to target only those clients who have the money to travel—and that’s exactly what Engagement can now do through enhanced segmentation analysis.”
The enhanced Engagement ordering system— accessible through Vacation.com’s AgentNet— allows members to do the following: easily select which clients receive each promotion; target specific zip codes; choose between different logo display options; personalize each mailer with an alpha-numeric phone number (i.e. 1-877-CRUISES); and save and return to the client selection process if not completed in one setting. The new program also includes easy-to-use help features and an overall faster performance.
Vacation.com sends more than 18 million supplier-funded pieces each year through Engagement, with exclusive offers from suppliers such as Holland America Line, Royal Caribbean International, Globus and Viking River Cruises. In 2009, the Engagement program will include the largest supplier contribution in the history of Vacation.com, with promotions from more than 35 preferred suppliers.
Vacation.com members can also use Engagement to personalize issues of Destination: Vacation, the organization’s quarterly flagship publication, and opt in for issues of the Getaway Guide and Travel Tips Quarterly, a consumer-focused e-mail that reinforces an agent’s value to their clients.
Vacation.com members can visit AgentNet to download the complete 2009 Engagement calendar or to enroll in the program. Order windows for 2009 promotions open November 19.