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| THE BRIEF
This promotion was a joint mechanic between the newspaper running a major summer promotion to stimulate repeat purchase and website traffic and Visit Britain seeking a media partner and with this large promotion building a database.
DETAIL
This promotion had run very sucessfully the year before. The campaign launched at the Hampton Court Flower Show, where a model of the Dream Cottage was on display. Visitors were given a free branded packet of seeds after filling in a database capture card. The promotion launched in paper with plenty of editorial and a free classical music cd. Tokens, passwords and editorial copy were then printed every day for 7 weeks, for readers to collect tokens or enter passwords on the website. 3 key Visit Britian brochures were featured in paper during the promotion for readers to request FOC. A database was compiled from the responses.
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| DATE July 2005 |
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SERVICES UTILISED
Affinity Partnerships
Direct Mail
Manufacturing
Media Promotions
Sampling
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