Evergreen Direct Wins Cunard, Timberwolf

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Cunard Cruise Lines and Timberwolf Corp. have tapped Evergreen Direct, Middlebury, VT, to handle direct marketing work valued at more than $100,000 apiece.

Miami-based Cunard handed over loyalty program responsibilities while Timberwolf, Rutland, VT, tapped Evergreen as its agency of record.

The Cunard assignment, previously inhouse, came about through a contact at the Carnival Corp.-owned travel firm. Founded in 1840, Cunard owns ocean liners like the Queen Elizabeth II and Caronia. In December 2003, it will add the Queen Mary II, the world's largest liner.

But as with many travel companies, Sept. 11 made it harder for Cunard to retain the interest of its aging baby boomer market. Evergreen will conduct research, database analysis and testing for Cunard's World Club loyalty program. The agency will search for profiles and buying habits of the cruise line's 60,000-plus World Club membership database.

"The expectation is a revised loyalty program," said Bob Kesner, president of Evergreen. "And the idea is to basically assess the value of the current loyalty program and redefine the program to help retain current members and to convert past passengers."

TBWA/Chiat/Day, New York, remains Cunard's ad agency of record.

Founded in 1982, Evergreen serves clients like The Vermont Teddy Bear Co., The Equitable, Mass Mutual, New York Life and Integrity Interactive. Billings last year were $2.5 million.

Timberwolf presents different challenges. Evergreen will create and execute campaigns for Timberwolf's log-splitting and wood-processing equipment.

Evergreen also will launch Timberwolf's new multi-function vehicle for the homeowner/landscaper market.

Direct marketing, both mail and e-mail, comprises 70 percent of the budget. The rest goes to print and alternative media like package and freestanding inserts. The campaign begins March 1.

Timberwolf aims to expand its equipment business this year, Kesner said.

"They're targeting mostly consumers," he said. "What they're trying to do is drive leads to dealers."

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