Visit Wales DM CLAY PACK by Partners Andrews Aldridge

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market United Kingdom
Agency Partners Andrews Aldridge
Creative Director Paul Snoxell, Andy Todd
Art Director Simon Nicholls
Copywriter Chris King
Released May 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: VISIT WALES
Date of First Appearance: May 1 2009 12:00AM
Art Director: Simon Nicholls (Partners Andrews Aldridge)
Copywriter: Chris King (Partners Andrews Aldridge)
Client Director: Bethan Williams (Partners Andrews Aldridge)
Account Director: Jessica Brown (Partners Andrews Aldridge)
Senior Campaign Manager: Rebecca Heselton (Partners Andrews Aldridge)
Head of Planning: Richard Dunn (Partners Andrews Aldridge)
Creative Director: Paul Snoxell (Partners Andrews Aldridge)
Creative Director: Andy Todd (Partners Andrews Aldridge)
Creative Partner & Chairman: Steve Aldridge (Partners Andrews Aldridge)
Media placement: Direct Mail - N/A - 1st May 2009

Describe the brief/objective of the direct campaign.
There’s loads of fun, creative stuff to do in Wales. The place is full of courses, classes and workshops that can enrich a holiday - or be a holiday in themselves. The problem is, people don’t really know about them. Our brief was to engage one of the hardest audiences for Wales to reach (but also one the most lucrative): adventurous young families on a cold mailing list. So our strategy was to surprise them, make a connection and give them a taste of the unexpected and engaging learning experiences Wales has to offer.

Explain why the creative execution was relevant to the product or service.
The holidays Visit Wales wanted to tell people about are creative, different, and very hands on. So the pack was too. Welsh holidays are also all about families doing fun stuff together, so sending a block of clay enabled them to do just that. As a brand, Visit Wales is about being unique, confident, and a little bit quirky. Just like the Welsh themselves. So as a useful, unusual piece of DM, receiving the clay pack was a bit like having a little piece of Wales landing on your doormat.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Wales has some excellent, all-ages pottery courses. So we used that to spark people’s imaginations by sending out blocks of clay. Recipients could play with them, get creative and make something together as a family. They could then follow a URL that took them to a section of the Visit Wales website full of unique and inspiring family holiday activities. The response rate was measured by hits through this link. Typically, responses from cold lists like the one we were using are around 1%. But with an audience as hard to engage as ours, they can be even lower.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Our pack was going to a cold list, made up of a typically hard-to-reach audience. Even so, the pack pulled a whopping 12%, giving us a cost per response of £2.17. But just as important as the numbers, was the quality of the connection the pack made with the audience. After the mail out, pictures of people with their clay creations appeared on flickr. And some of the recipients even tracked down the Visit Wales team to say how much they and their kids enjoyed the pack. Which meant we turned the coldest of cold prospects into enthusiastic brand advocates.