BEST USE OF


Nominated for Best


Website Best


Brochure Best


Direct Mail Enough Said.


SILVER STANDARD TRAVEL EXPERIENCED


WILD DOG DESIGN FOR COX & KINGS


Cox & Kings core audience — AB1, 60+ — still prefer to browse through holiday brochures, making its pre-brochure mailer the company’s most important campaign.


With customers most likely retired, traditional and travel- information hungry, the DM needed to compliment the customers’ mind-set, reflecting the high standards of excellence and personal service they demand while not appearing to suggest unnecessary extravagance.


Wild Dog Design aimed to create a genuine ‘keepsake’ that was ‘unmissable’ and ‘unthrowable’. Using high quality materials, the DM booklet needed to suggest quality, but also offer ‘theatre’ — from its bespoke branded envelope to cover to content. The simple strap-line ‘Travel Experienced’ on the foil-wrapped cover was developed to reflect the company’s 250 year heritage, and a clean, elegant writing style was employed alongside innovative use of photography.


The 60,000 DM received a 9.8% response/conversion rate within two months, and Cox & Kings is still receiving an average of 70 postal response replies each week.


DIRECT MARKETING (MAIL)


SECOND PLACE: SILVER STANDARD Union Direct for VisitScotland with Surprise Yourself


wilddogdesign.co.uk 12


THIRD PLACE: SILVER STANDARD Designate for P&O Ferries with


P&O Ferries and Disneyland Paris Summer Campaign


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