The Brief
Using Visit Scotland's limited direct marketing budget and their data base of over 3 million existing and potential visitors, create a Spring / Summer direct mail pack that will encourage people to discover the freedom of Scotland.
The Idea
Create a pack that shows of the best of Scotland' s landscapes, coastline and cities, that unfolds in such a way that you are encouraged to explore, roam and discover the best of Scotland from your own doorstep – or doormat, depending on where your mail lands.
The Result
One in five who received the campaign responded on average 16% higher than the industry standard. These campaigns have gone on to rack up numerous awards, including Best Retention campaign at the IDM Awards, Best Direct Mail at the Travel Marketing Awards, and Best Direct Campaign for two years running at the Marketing Star Awards.