Case Study: Nickelodeon Suites Resort boosts reservations with Xerox and RICG personalized direct mail

Data-driven creativity produces customizable direct mail piece, increasing resort reservations

RICG, a multichannel production house and creative agency, helped Nickelodeon Suites Resort find a better way to reach past guests in a crowded Orlando hospitality market. With ten years of reservation data available but underused, the challenge was to identify the right families to target and create a more effective alternative to TV and email marketing. Xerox Corporation’s XMPie® personalization tools were used as part of the effort.

Xerox Corporation and RICG analyzed five years of customer data to isolate five key targeting factors and then built a highly personalized direct mail campaign with variable imagery, QR codes, and personalized URLs. The result was 32 customized versions of the mailer, increased bookings and brand awareness, and incremental revenue that exceeded benchmark ROI metrics, with stronger-than-average open rates, click-through rates, page views, time on site, and return on ad spend.

RICG

Patrick Raymond

Executive Vice President, Creative Strategy