NEWSLETTER TURNED INTO SHOPPING BAG by Agentur Am Flughafen Zurich for ALOIS SCHERRER

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NEWSLETTER TURNED INTO SHOPPING BAG

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Industry Public Transport, Mass Transit, Business equipment & services, Corporate Image
Media Promo & PR
Market Switzerland
Agency Agentur Am Flughafen Zurich
Creative Director René Eugstair
Art Director Dominique Rutishauser
Released May 2009

Credits & Description

Category: Corporate Image & Information
Advertiser: ALOIS SCHERRER
Product/Service: TRANSPORT
Agency: AGENTUR AM FLUGHAFEN
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: AGENTUR AM FLUGHAFEN, Altenrhein, SWITZERLAND
Creative Director: René Eugstair (Agentur am Flughafen AG)
Art Director: Dominique Rutishauser (Agentur am Flughafen AG)
Graphic: Benita Sutter (Agentur am Flughafen AG)
Media placement: Newsletter - – - May 2009
Media placement: Shopping Bag - – - June 2009

Describe the objective of the promotion.
For some time the services of the Eastern Swiss textile logistics specialist, Scherrer Transport of St. Margrethen, have included not only transportation from A to B but much more. Prospective, existing and former customers needed to be made aware of the broad range of extended services, in order to facilitate an active dialogue.

Describe how the promotion developed from concept to implementation
A newsletter was created that provided haptic involvement: it was printed onto lorry canvas covers. Consequently, the print substrate optimally refers to the origin of the consignor‘s industry sector and, in addition, can easily be printed on and read. In order to conserve the resources, the recipients were given the option to forward the newsletter back to the consignor after it had been read; it would then be remade into a shopping bag.

Describe the success of the promotion with both client and consumer including some quantifiable results
Involvement and customer retention with the objective of 30 recommendations.

Explain why the method of promotion was most relevant to the product or service
Almost 50 percent of the newsletter recipients got in touch with Scherrer Textillogistik. Most of these sent e-mails to pass on their congratulations on the great idea and the new corporate identity; 47 returned the newsletter to be processed into bags. Furthermore, two former customers could be reactivated, which in itself made the total expense worthwhile.