Client: Tourism Ireland
Project: B2B acquisition
Media: Personalised direct mail
Scope: Copywriting, art direction, creative direction
A lovely brief to work on. The task was to attract more business event bookers to Ireland – a small cohort, and people who are used to being wined and dined for their business. With this direct mail, using personalised digiprint technology, we put each recipient at the heart of their very own fairy story (or is it leprechaun?). Each chapter took the protagonist on a magical journey around all four corners of the country.
Whilst difficult to measure the efficacy of this kind of campaign, we received unsolicited thank yous from over 10% of all recipients who were staggered to find themselves in a genuinely unputdownable book.
The work won silver at the IDM Awards.