Gering Visitors Bureau wanted a fun and memorable direct mail piece to attract bus-tour operators. We looked at several “off-the-shelf” concepts before pitching a custom LEGO set. When we got the go-ahead to explore the idea, we set to work, designing a set that we could source at the given price point.

We created several mini-bus models and decided on a version with the most potential. We re-created the model in 3D and cross-checked with LEGO “Pick a Brick” to assure we could fulfill the design. We presented the concept as a 3D rendering, including mockups of the box and manual, with price quotes for each.

Approved, we placed the LEGO order, designed the instruction book, box, and stickers. Because of Covid-19 shut-downs and restrictions, we waited a few months as pieces came in. LEGO customer service was great to work with, helping us know what was going on. Once all the LEGOs arrived, we sorted and bagged each kit and shipped everything to Gering VB to mail out to their notable clients.

Results

We came in under budget ($2000) and succeeded in increasing awareness and consideration, as well as creating leads and bookings that have already given this a 10x ROI.

In the client’s own words, from an email:

“… amazing results so far and although group tour business is a long-term ROI I’ve had one of those NEW operators planning a new mystery tour itinerary in 2023 that has 2 overnights in Gering.  At an average of $10,000 per day they spend; that booking has paid for the direct mail campaign and then some.  You and the Maly team ROCK!”

Anecdotally, of the BTOs who have received the mailer: “Their response has been amazing; so far 100% of those operators have engaged in the piece; many who have received it are contacting me back sometimes before I can get them contacted with emails and photos of their “assembled” buses.”