campaignnews
producedinA6orA5 fournights’accommodation.
format,whichcan RogerPoulton,AirNewZealand
eitherbeenclosedin VP–theAmericas,said:“Air
anenvelopeorsent NewZealandishopingtodefy
aspostcard. theone-waycommunicationof
SAtourismpushkicksoff NickWells,CEOof traditionaladvertisingby
A60-secondcommercial TNTPostUK,said: invitingconversation.
promotingSouthAfrican “Directmailisan “Weareopentoanymedium
tourismleveragesthe excellentchannelfor thatallowscustomersto
country’sstatusasthe2010 achievingone-to-one interactwithusinawaythat’s
FIFAWorldCuphostnation. communicationwith meaningful–whetherthat’s
Theadtakesitsinspiration 3DonthecardswithTNTPost customersandmoreemotional throughaniPhoneapplication,
fromSouthAfrica’sflamboyant TNTPosthaslauncheda intensitythananyother bodypaintedemployees,our
footballstyle,‘diski’.Diski three-dimensionaleffectdirect medium.Thestatisticsproveits ‘cranialbillboards’,themed
footballisportrayedasadance mailproductintheUK.Thenew successindrivingrevenueand flightsandnowourfirsthuman
thatanyone,anywhere,can ‘3-DM’productisaimedto itsimportancetothebottom interactivebillboard.”
learnandthemulti-millionrand providedoormatcut-through. line.However,inabusymarket Sweepstakedetailshere:
globalcampaignaimstomakeit Designedandcustomisedby businessesarealwayslooking
www.airnewzealand.com
thedefinitivehallmarkofthe thesender,the3Dcard(see fornewideastogaincut-
firstAfricanWorldCup. samplepicturebelow)offersa through.
ItcanbeviewedonSA newwayofcommunicating “Our3-DMproductwas
Tourism’s2010Campaign marketingmessagesto specificallydesignedtogiveour
Website(www.southafrica.net) customersbyprovoking customersmorechoiceinDM
andwillbeairedacrossglobal immediateimpactontheviewer. designandauniquecreativity
televisionnetworks–reaching Thedimensionaleffectsof thatcatchestheeyeandgets
morethan600million 3-DMcanbeviewedfromany peopletalking.”
consumersbetweenlastmonth’s anglewithouttiltingtheproduct
launchandkick-off. andproducearealistic Kiwipilotbillboardcomestolife
SugenPillay,SATourism’s impressionoffloatingelements AirNewZealandhasintroduced
headofmarketingfor2010, withinthecard.Theimageryis ahumaninteractivebillboard Ediblead‘aworld-first’
said:“Thiswilltakethedance basedonanewprinting –controlledentirelybymobile Themakersofconfectionery
andwelcomingspiritof2010to techniquewhichDutch-based users–topromoteLosAngeles brandSherbetFountainhave
millionsofSouthAfricans. TNTsayscreatestheillusionof toLondonroundtripflightfares. createdwhatisthoughttobe
“Itwillalsogivethe depthandcannotbeachieved Theairline’sdigitalbillboard theworld’sfirstedible
campaignthedomestictraction byanyothermethodatpresent projectionwaslaunchedlast advertisement,dubbed
thatitneedsifSouthAfricans intheUK. monthintheStaplesCenterin the‘Dabvert’.
aretotrulywelcometheworld Toproducea3-DMmailing, DowntownLosAngelesand Theadwas
tothisgreatcelebration.” senderssupplytheirdesignto featuresa1970s-eraairlinepilot createdaftera
Pillaysaysboththe TNTPost,whichperfectsthe holdingasignthatreads:‘TXT mediafurore
commercialandthedancegive layoutandproducesasample WHATYOUWANTMETODOTO whenSherbet
evidenceofSouthAfrica’ssense mailer,readyforissuewithin 310310.’Thecharacterresponds Fountainmaker
offunanddemonstratethe threeweeks.Themailingcanbe tomorethan150differenttext TangerineConfectionery
nation’scommitmenttothe commandsincluding recentlyannouncedtheywere
globalsportspectacular. eatingfruit,moon modernisingthepackaging.
Headded:“Thiscampaignis walkingoreven HelenSears,group
forthepeopleofSouthAfrica. attemptingtostrip. marketingmanagerof
“ThisisourWorldCupand Meanwhile,his TangerineConfectionery,said:
weinvitealltolearntheDiski quirkytextmessages “Wewereoverwhelmedbythe
Danceandheartilywelcomethe inviteuserstoenter consumerandmediareactionto
worldtothegreatpartythat the‘reLAXtoLondon’ thenewpackandsowewantto
thisWordCupisgoingtobe.” sweepstakestowin demonstratetoconsumersthat,
Viewthediskidanceadhere: twoeconomyclass whilewehavemodernisedthe
http://www4.southafrica.net/2010 roundtripfaresplus pack,thefamousSherbet
16 June2009
www.dmi-news.com
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