Travel the World Application

Application Profile

Global Travel

Solution:

Personalized,Full-Color Direct Mail Piece

Definition:

Increased document value through personalization and rich graphic design
The VIPP application was developed in the PC-based Lytrod Designer, the leading GUI in Xerox's VIPP Made Easy workflow. The Lytrod DeskTop Designer was used to easily and rapidly create the data-driven “template” that VIPP will use in production to create each targeted recipient's own enticement to travel. This full-color, duplex application includes rich, high-resolution, variable photographs, and smart graphic design

Business Problem:

With dramatically increased competition, airline restructuring, and a greater tendency of would-be travelers to stay home, travel agents need compelling stories to attract and retain customers. Small, medium and large travel agencies are seeking increased returns on their investments in direct mail campaigns

Business Process:

With the Lytrod Designers, users can quickly set up conditional logic that calls and assembles text, photos and graphics to create a personal travel brochure. Photographs are selected to help recipients imagine themselves on a trip that is vividly described in a story placed next to a fine map of the area. Knowledge that travel agents often have about their clients' destination preferences and travel histories can be added to each client's database record and used to target this and other direct mail pieces accordingly. In this application the Lytrod Designer's variable background feature is used to have VIPP call in the appropriate high-resolution EPS map image that is stored, along with other job resources, at the printer.

Xerox Value Proposition to Customer vs. Competition:

Dynamic document construction (DDC), Xerox's unique “just send the data” workflow, has been made far easier to implement with a range of VIPP Made Easy tools ¾ in this case Lytrod's DeskTop Designer. VIPP offers unsurpassed production flexibility and control. By keeping data and format separate until the moment of production, documents are run at the printer's rated speed. Full-color, duplex VIPP personalized document production on Xerox DocuColor printers quickly results in thousands of effective one-to-one marketing pieces being delivered by mail. And the data-driven POSTNET barcode on each piece and single-sheet design reduce postage.