Operations

E-NEWS FEATURETTE: Reston Limousine Markets To Young Females

LCT Staff
Posted on April 21, 2010

By striking a partnership with toy-maker American Girl Inc., the transportation provider gets Girl Scouts on board and creates a popular trip for younger customers.

DULLES, Va. — For the first time, Reston Limousine has teamed up this year with toy company AMERICAN GIRL to offer transportation to lunch, tea and dinner events at the American Girl Place Café in New York City. The move resulted in two successful trips so far, and drew interest from the nonprofit for young girls, Girl Scouts of the U.S.A.

RESTON LIMOUSINE provides round-trip transportation from Tysons Corner in McLean, Va. for the trips to the café. Depending on group size, Reston primarily uses its Van Hool 55-passenger coach bus for the trips.

Tour costs vary depending on program offerings. With transportation and lunch included, the round trip cost to American Girl Place Café is $90.

American Girl Inc., a subsidiary of Mattel, “develop[s] products and experiences that help girls grow up in a wholesome way, while encouraging them to enjoy girlhood through fun and enchanting play,” according to the company Web site.

In addition to providing transportation, Reston was responsible for making the lunch and tea reservations and providing a seating chart. “[American Girl] was very supportive of our trip and worked with us to make all the arrangements,” said Darcelle Jazaeri, sales manager.

Jazaeri explained that the inspiration to partner with American Girl came from a customer’s e-mail suggestion. “She and her granddaughter wanted to go on a trip like this, and she already knew we went to New York…we thought we would give it a try.”

Reston sent out an e-blast to all of its customers and contacted its local Girl Scouts chapter, which agreed to publicize the trips in its electronic newsletter, free of charge. “The response was amazing, and both trips sold out,” Jazaeri added. One of the key components that made the tours a success, she noted, was Reston’s use of targeted marketing, at no cost, to the Girl Scouts. A $5 discount per person is also provided to all registered Girl Scouts.

Based on the success of the previous trips, another is planned for June 6. Jazaeri anticipates that trip will sell out as well, since 40 people have already signed up. Reston plans to organize more American Girl tours in coming months.

Interest in future trips to American Girl Place Café also has been sparked as a result. A local Girl Scout troop leader recently contacted Jazaeri to request help in creating a customized trip to the venue. “They got two troops together. They’re filling a coach and making all the arrangements with American Girl. We’re just providing the coach,” Jazaeri said.

— Nicole Schlosser, LCT Magazine

ABOUT PHOTO: Reston Limousine's 55-passenger Van Hool motorcoach used for American Girl trips.

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