Direct Mail customer retention

Share this content:


John Smith's travel diaries/Single business

Agency: Proximity, Portugal
Client: ANA – Airports of Portugal

In these tough economic times, many airline companies are looking to eliminate routes that aren't a priority in order to cut costs. ANA Airports of Portugal, needed a way to remind them that Lisbon is a highly regarded tourism destination that was listed by the New York Times as the No. 2 tourism destination in the world. This would hopefully prevent any airlines from dropping the capital of Portugal from its route. Proximity Portugal developed a direct mail campaign titled “John Smith's travel diaries” that showcased what airline route planners need to know about Lisbon, such as that 75% of the people who travel to the city are repeat visitors and that its cultural offerings are so diversified, it's impossible to get to know Lisbon in a single trip. In addition, 90% of visitors recommend Lisbon and 80% state that it exceeded their expectations. In order to demonstrate these facts, the agency mailed out a fictitious tourist's travel diaries on consecutive days to route planners at various airlines. The completely handwritten diaries depicted different trips to Lisbon made over several years. On the last day, the route planners received a letter explaining why the author of the diaries keeps coming back to Lisbon. None of the targeted airlines closed its Lisbon route in 2009.

Creative Director
Nuno Duarte

Creative Supervisors
Marco Barrento, Jose Castelo

Pedro Neves

Art Director
Rute Sousa


Elusive breeds

The Financial Times
ECD: Guy Bradbury

Airpoints relaunch
AIM Proximity

Air New Zealand
CD: Dave King

Boy band

Commonwealth Bank
CD: Dylan Taylor

Turd polisher
Draftfcb, New Zealand

ECD: James Mok

Welcome pack
Lowe, Sydney

CD: Chris Hunter

Pedigree sticks pack
OgilvyOne, Lisboa

Agility Care
CD: Jorge Coelho

Recession greeting cards
M&C Saatchi

CD: Steve Crawford

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above