Direct Mail Firm Personalises Travel Documentation

OTM, the Leicester (UK) customer communication specialist announced today the signing of a three-year contract with tour operator First Choice.

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

The new application, developed by OTM in under 12 weeks for selected First Choice products, is claimed to 'revolutionise the First Choice ticketing process', according to John Boughton, head of product development and revenue generation at First Choice.

The system, said Boughton: "Delivers 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.

First Choice recognised that the pre-departure information a customer receives, is a critical touch point in the build up to the holiday experience, said Boughton.

He added: "We also understand that an enhanced and more relevant communication would improve customer satisfaction and drive incremental revenues." 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, in an automated process using OTM's composition and data software.

The iGen3 digital 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 holidays, including personalised images and content which over time, will be extended to include images of their specific resort, hotel and selected excursions, for instance.

In future phases, First Choice will also use Optecon's web-based decision and selection tool O42, which will provide even greater levels of personalisation, it is claimed.

The company believes that the new venture will help provide new commercial opportunities, including expanded advertising opportunities 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, added OTM.

John Boughton explained: "This is the beginning of a long term partnership with OTM." He added that additional First Choice brands will be added over the next few months.

Kris Prashad said that full colour variable image and data printing is a natural extension for OTM which has been data processing and printing customer communications for over 10 years.

He added: "We have very sophisticated data capabilities, which we apply to the latest print technology to deliver sophisticated documents with 100 per cent accuracy - critical in the market we operate in.".

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