Visit North Platte
Viewmaster Mailer
Challenge
Create a fun, memorable direct-mail piece targeted at group tour operators throughout the Midwest. Visit North Platte promotes events, activities, and places in the North Platte/Lincoln County area of central Nebraska. North Platte is home to the world’s largest rail yard – Bailey Yard – and is also home to a wide variety of outdoor recreation and cultural activities. They wanted to increase the number of people who visit and stay in North Platte and experience all the activities and attractions throughout the area.
Strategy
A large part of the bus tour audience is older people and retirees, and many of the tours are history and train-related. With that in mind, we decided to make an engaging piece centered on the old-school Viewmaster. We created a slide reel featuring our old pal Buffalo Bill at locations available to tour groups. We designed an insert card inspired by vintage postcards and finished the package with a custom single-color screen-printed box.
Results/Impact
The piece was popular and effective and promptly generated two separate group tour bookings at an average value of $5,000 each.
The Visit North Platte Viewmaster Mailer won a Prism Award for Small Business – Print or Three-Dimensional Piece at the 2018 Lincoln AMA Prism Awards.
