Personalised Travel Documents Secure 3-Year Deal

OTM, the Leicester (UK) has signed a three-year contract with holiday tour operator First Choice, for the data processing and printing of personalised travel documentation.

OTM, the Leicester (UK) customer communication specialist has signed a three-year contract with holiday tour operator First Choice, for the data processing and printing of personalised travel documentation.

The new application, developed by OTM within 12 weeks for selected First Choice products, according to John Boughton, First Choice's head of product development and revenue generation: "Revolutionises the First Choice ticketing process, delivering to the customer a single, integrated easy to understand, personalised pre-departure booklet with all the customer's relevant package information." Previously, the tickets and travel itinerary were printed as multiple pieces with generic designs.

Supplemental marketing messages were delivered in leaflet inserts.

Information on airports and resorts was not customised, so each customer received complete directories making the documentation cumbersome and expensive to mail.

"We recognised that the pre-departure information a customer receives is a critical touch point in the build up to the holiday.

We also understand that an enhanced and more relevant communication would improve customer satisfaction and drive incremental revenues," added Boughton.

OTM commenced the production of the new ticket booklets on July 14.

The multi-page chequebook style booklets are produced daily on Xerox iGen3 digital presses.

Kris Prashad, OTM's managing director, commented: "It is a highly automated process using our sophisticated composition and data software.

The iGen3 presses automatically select different stock for six-up printing, including non-tear stock for the personalised luggage labels.

Booklets are finished in-line and inserted in to window envelopes for enclosing." First Choice customers will receive relevant, personalised and comprehensive information on their specific holiday including personalised images and content which over time, will be extended to include images of their specific resort, hotel and excursions selected, for instance.

In future phases, First Choice will also use Optecon's web-based decision and selection tool 'O42', which will deliver even greater levels of personalisation, according to the company.

The company believes that the new venture will help deliver new commercial opportunities including expanded advertising and an increase in car hire, insurance and holiday extras information.

And because each item in the booklet is personalised to the needs and interests of the recipient, it is anticipated that take-up rates will increase significantly.

John Boughton added that the development was the beginning of a long-term partnership with OTM and that additional First Choice brands would be added over the next few months.

Kris Prashad explained: "Full colour variable image and data printing is a natural extension for OTM as we have been data processing and printing critical customer communications for 10 years.

We have very sophisticated data capabilities, which we apply to the latest print technology to deliver sophisticated documents with 100 per cent accuracy, which is critical in the market we operate in." First Choice Holidays is part of First Choice Holidays PLC.

It also operates more than 300 shops nationwide and a fleet of charter aircraft.

Other companies within the group include Hayes and Jarvis, Citalia, Sovereign, Sunsail and Exodus.

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