Case study 1: Direct mail piece

casestudy1

An example of holiday offer ad from a travel agent. What's wrong and right?

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Direct Mail Piece Alternate text  if you do not have Flash.

A holiday offer from a travel agent

Letter to customer:

Dear Mrs Stephens,

You could save £100 your next holiday!

Are you feeling in need of a holiday? Want to get away but worried about the cost? By booking with Any Holidays, you can treat yourself to a luxury trip and still have cash left to spend while you’re away. We guarantee the lowest prices which means you’ll always save at least £100 when you book with us, compared with other holiday companies.  

Whether you want the luxury of a five star hotel, or the freedom of a self-catering villa, you can be sure that no-one else will offer you a better detail. Just compare our prices:  

14 Nights Spain

Any Holidays        £300 *

Competitor 1        £450 **

Competitor 2        £550**

*Based on 6 people sharing in 3* self-catering during October

** Based on 4 people sharing in 3* self-catering during June, July or August

Our prices may be low, but we don’t compromise on quality. With over 100,000 satisfied Any Holiday customers, you can be sure you’ll get better service from us than anyone else. What’s more, when you book your trip, you’ll get a short city break fro free! (terms and conditions apply).

There’s never been a better time to book a holiday. Pick up the phone and call one of our friendly travel experts now and you could save £££s!

Yours sincerely,

Any Holidays

PS – Don’t forget, book one holiday with us and you’ll get a second trip, absolutely free! 

Issues with letter:

Extract: ‘Guarantee the lowest price’
Issue:  Does Any Holidays offer a “lowest price guarantee”? If SO THE terms of that should be given to consumers 

Extract: ‘…you’ll always save at least…’
Issue: Is it really “at least” £100? 

Extract –‘“…compared with other holiday companies’
Issue: Do is it mean selected companies or main competitors? Or, all companies because of the lowest price guarantee? Any Holidays should hold evidence to prove this claim. 

Extract – “…no-one else will offer you a better deal’
Issue: Any Holidays should hold evidence to prove this claim 

Extract – ‘14 Nights Spain. Any Holidays £300*. Competitor 1 £450**. Competitor 2 £550**.  *Based on 6 people sharing in 3* self-catering during October. ** Based on 4 people sharing in 3* self-catering during June, July or August’
Issue: The ASA might question this comparison because, although the basis is stared, Any Holidays is comparing their off-peak prices for four people with their competitors’ peak prices for six people. 

Extract – ‘With over 100,000 satisfied Any Holiday customers…’
Issue: Any Holidays should hold evidence to prove this.  

Extract – ‘(terms and conditions apply)’
Issue: The main terms and conditions should be stated e.g. When do participants have to book by? When do they have to take the short break? Where is the short break? Minor terms and conditions could go on Any Holiday website.  

Extract – ‘PS – Don’t forget, book one holiday with us and you’ll get a second trip, absolutely free!’
Issue: Is this really free, or will participants be liable for any cost, such as airport taxes? If so, the trip cannot be described as ‘free’ and the costs should be described up front.