Creative & Copywriting: Using Creative to Power the 1-2 Punch of Mail and Web

Writing and designing a four-panel, roll-folded mailer, Wayfarers concentrated on highlighting its unique selling propositions, including gourmet cuisine and an intimate travel experience that provided both outdoor time and a chance to hang out with the locals.

Wayfarers also developed a special offer for the direct-mail campaign: a free booklet on how to prepare for a walking tour, which was one of the hurdles the company needed to overcome before someone even signed up for a tour. This kind of "paper premium" is inexpensive to produce, but it does require some thought and talent into making it a valuable gift. Great content is what gives these premiums their value.