That’s the Ticket!

Rugby Travel & Hospitality

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Task

We were approached by Rugby Travel and Hospitality to devise concepts for a direct mail piece to be sent to their top high nett worth individuals, to raise awareness and encourage purchase of hospitality packages for Rugby World Cup 2015.

Insight

The end recipients have ‘gatekeepers’ who open their mail. We needed to ensure the finished piece was of such caliber they felt compelled to pass it on. It had to have gravitas.

Solution

We presented 3 concepts to be chosen from. Rugby Travel and Hospitality liked and felt all 3 of them could work alongside each other. By segmenting their audience further they commissioned all 3 pieces to be created.
The 3 chosen concepts were:

1. Slider mailer – With astro turf combined into the front, the message was strong and caught the eye and imagination.
2. Lanyard Mailer – A branded lanyard and plastic pouch designed to look like a VIP pass.
3. Prestige box – A beautiful white box with white foam inlay and a Perspex ticket set in to it.

Results

The response rate has been very high and sales have increased following the delivery of the mailing items.

“Agency Inc work quickly and decisively, and they just get it. For our first project together they presented three creative options and we liked all three of them! They really care about what they do, and it comes through in the quality of their work and their consistently high service levels.”

Rob Wingrove,
Head of Marketing Rugby World Cup 2015 Official Hospitality

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