An eight-page ad section will appear in American Express Publishing Corp.'s stable of travel and lifestyle publications. The print campaign from O'Leary Clarke & Partners, New York, will run in AmEx titles in the next five months: Travel & Leisure in the March issue, Travel & Leisure Golf in March/April, Travel & Leisure Family in April, Food & Wine in May and Departures in May/June.
The last page of the section features an 800-number to call to purchase a vacation package to the Cayman Islands through the American Express Consumer Travel division of AmEx.
"This was a way of showing all the different aspects of Cayman, and the diversity and richness it offers a vacationer," said June Wohlhorn, VP-media director at O'Leary Clarke.
DIRECT MAIL TO 25,000
The campaign gets further lift through a direct mail effort set to drop in May to 25,000 targeted, non-subscriber American Express cardmembers from the 19 million universe of names on the AmEx database. The selection criteria will focus on recent purchasers of Caribbean or sun destination vacations.
The mailing will consist of the eight-page section polybagged with a cover letter to the prospective vacationers.
"It allows us to become a lot more targeted to the audience we are interested in reaching," said David Shields, assistant director-marketing and promotions at the Cayman tourism department.
Mr. Shields also noted the benefit of the ability to track response and measure the success of the campaign.
"The direct marketing component helps us establish measurement criteria and will be useful for us to look at returns on our investment," he said.
Mr. Shields noted that if those returns are good, he will likely roll out additional direct mail efforts.
"We're always looking at programs that give us a better return on investment,"