JTB Traveland and Fuji Xerox Receive Grand Prize in the
24th All-Japan Direct Mail Awards
for Their Direct Mail Advertising Campaign

TOKYO, January 25, 2010 — JTB Traveland, Inc. and Fuji Xerox Co., Ltd. have received the Grand Prize-the highest commendation-in the 24th All-Japan Direct Mail Awards, sponsored by Japan Post Service Co., Ltd.

The Grand Prize-winner was the direct mail used by JTB Traveland in fiscal 2008 as part of its advertising campaign targeting baby-boomers to encourage them to visit its travel stores. Aiming to strengthen its relationship with baby-boomers, who are expected to be a source of growing demand for travel services, JTB Traveland outsourced its direct mail campaign by taking advantage of Fuji Xerox's “direct2one” marketing service, which forgoes the mass communications model to take a one-to-one approach. As the baby boomers are considered to be diverse in their consumption behavior and tastes, JTB Traveland believed the one-to-one approach would be more effective in encouraging them to visit its stores.

Fuji Xerox's direct2one provides one-stop service in promotion planning, targeting, design and production of advertising creative, distribution, and effectiveness verification. Based on a research targeting baby-boomer customers, Fuji Xerox profiled them clarifying their lifestyles and values. The company used these profiles to produce and distribute personalized direct mail designed to appeal to each individual.

A total of about 30,000 direct mails were sent out to potential customers, with the result that about 23 percent of recipients visited JTB travel stores. The hospitable customer service at the stores created a synergistic effect that resulted in about 87 percent of the visitors purchasing travel packages. In addition, sales per customer increased by 30 percent, indicating the powerful effect of the direct mails.

The direct mails created through collaboration between JTB Traveland, who was the advertiser, and Fuji Xerox, who planned and produced the campaign, won the Grand Prize for their strategic value, creative, and the outcome, which was demonstrated by the visit and purchase rate.

About All-Japan Direct Mail Awards

The All-Japan Direct Mail Awards are presented for outstanding direct mails that have been sent out by corporations during the past 12 months. Entry into the awards is open in Japan. This year, a total of 611 entries were judged on three criteria: (1) strategic value, (2) creative, and (3) effectiveness. The best direct mail is awarded the Grand Prize.

MEDIA CONTACT:

General Affairs Dept.,
JTB Traveland, Inc.
TEL: 03-5645-7300

PR Group, Corporate Communications
Fuji Xerox Co., Ltd.
TEL: 03-6271-5120

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