Hilton launches direct mail campaign for corporate time-share product

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Orlando, Fla.--Hilton Grand Vacations Co. on Monday will launch a direct mail campaign to promote its new urban "vacation ownership," or time-share, product called The Hilton Club.

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.

--Carol Krol

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