An initial drop of 12,000 direct mail pieces will be sent to a targeted group of businesses and some individuals, including members of Hilton's loyalty program, Hilton Honors. "It's highly targeted, based on travel to New York," said Lawrence Hefler, VP of e-business and strategic alliances for Hilton Grand Vacations.
The mail piece will introduce The Hilton Club, which is essentially a time-share contract for businesses and wealthy travelers who can invest from $20,000 to $100,000 for a 25-year contract that allows them access to not only the club but also exclusive amenities. The direct mail provides a "call to action," enabling the recipient to request more information by mail, telephone or online.
A second, more expensive mail piece, a fulfillment kit, will be sent to respondents, along with a reduced-rate invitation to stay overnight at the new New York facility and attend a sales presentation.
Limited e-mail marketing to Honors members will supplement the promotion.
The Club will open in December.