TRACER&SUCCESS&STORY&+&A&CASE&STUDY&

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TRAVEL/ENTERTAINMENT&LUGGAGE&TAGS&& &.&.&.&.&.&.&.&.&.&.&.&.&.&.&.&.&.&.&.&.&.&.&.&.&.&.&.&.&.&.&.&.&2012&for&initial&project&and&continuing&

COMPANY&&&INDUSTRY&The$most$visited$vacation$resort$in$the$world$with$over$50$million$annual$visitors$wished$to$upgrade$their$luggage$tags$to$be$more$in$concert$with$their$brand.$$They$wanted$a$tag$that$would$represent$a$modest$gift$to$their$guests$prior$to$their$travel$to$the$destination.$It$would$set$the$tone$for$their$visit.$$They$also$needed$a$tag$that$would$hold$up$to$the$rigors$of$baggage$handling$and$continue$to$be$a$useful$gift$after$the$vacation$to$promote$the$brand.$$DISTRIBUTION&Distributed$occurred$through$in=house$mailings$in$6x9$envelopes$along$with$other$advance$materials.$$MARKETPLACE&CHALLENGE&The$challenge,$in$addition$to$upgrading$the$tag$to$more$clearly$represent$their$brand$standards,$was$to$resolve$the$strap$issues.$$A$commonplace$loop$strap$had$been$used$previously.$$The$use$of$this$strap$was$causing$guest$confusion.$$It$resulted$in$continuous$guest$calls$to$the$company’s$customer$help$desks.$$This$was$an$expensive$per$call$cost$to$the$company$that$was$continuing$without$resolution.$$They$wanted$the$new$design$to$stop$guest$complaints$and$questions$coming$into$the$help$lines$to$reduce$or$eliminate$these$costs$yet$it$needed$to$be$cost=effective.$$The$tags$also$needed$have$a$pocket$allowing$guests$to$insert$either$their$business$card$or$the$supplied$guest$ID$cards.$$The$tags$needed$to$be$a$one=piece$design$with$the$straps$already$attached$to$the$tags$so$insertion$into$an$envelope$could$occur$rapidly.$$$They$did$not$want$any$guests$to$be$shorted$straps$nor$$provided$an$overage$of$straps.$$Further,$the$tags$$needed$to$be$constructed$in$sets$of$2,$3$and$4$tag$sets$$to$allow$any$combination$of$tags$for$fulfillment.$$$Above$all,$the$straps$and$tags$needed$to$be$very$$flat$for$mailing$purposes$and$fit$in$a$6”x9”$$envelope,$folding$of$straps$acceptable.$$&WORK&PROCESS&Tracer$engineered$an$entirely$new$strap$with$new$$materials$and$a$design$that$was$intuitive$and$$foolproof$for$guests.$$This$required$an$entirely$new$$tag$set$creation$process,$which$was$accomplished$$using$robotics$to$assemble$key$parts$of$the$tags.$$RESULTS&The$company$was$thrilled$with$the$new$design$and$purchased$$2,000,000$tag$sets$immediately.$100%$of$the$guest$complaint$calls$$ceased.$$Reports$of$delighted$guests,$thrilled$at$opening$envelopes$and$seeing$$their$tags$for$the$first$time$were$on=going.$$Tracer$was$given$a$second$year$of$$fulfillment$and$continues$to$work$with$this$company$on$new$ideas$and$evolutions$of$this$product.$$$Tracer$can$produce$both$lenticular$and$non=lenticular$tags$in$any$of$the$2,$3,$or$4=Up$sets$or$as$singles.$$$