THE BRIEF: Increase effectiveness of conference and incentive travel offering.
THE BIG IDEA: Make the recipient the star of a contemporary Irish fairy story.
THE MEDIA: Variprinted book, direct mail, microsite (Click here), email.
THE RESULTS: Over 5% of recipients have already emailed their praise at the originality and accuracy of the variprint. There has already been an upsurge in inbound calls and emails enquiring about Ireland.
The campaign has been shortlisted at the IDM Business Performance Awards for Best Direct Creative.
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