16 March 2011
UKTI International Trade Week - Mailer
We have been working on behalf of UK Trade and Investment (UKTI) to produce a direct mail campaign to support its International Trade Week and encourage attendance from key customers to attend the events that take place during it.
Briefed to reach UKTI attendee targets, we needed to develop an extremely individual and targeted approach as not all events were suitable for all of the contacts on the UKTI database.
To do this, we created a direct mail piece that was personalised to each individual that UKTI wanted to target. Based on the concept of ‘say hello to foreign markets’ the recipient was immediately greeted on the front cover by ‘hello’ in one of a number of foreign languages.
The front cover also included their name, and the event listings throughout the booklet were handpicked for the individual based on their geographical location. By doing this, we ensured that their attention was captured and the information provided was both interesting and useful.
The feedback from the direct mail piece has been very positive and a large attendance of target attendees at this year’s events is testament to that.