Client: Admiral is a well established ‘best value’ provider of cleaning and janitorial supplies. The company operates nationally and internationally in key sectors including Retail, Commercial, Healthcare, Hotel and Public Sector as well as other specialist sectors.
Brief: Parenthesis was asked to devise a direct marketing campaign to assist the company in developing business specifically within the hotel sector. The campaign objectives were to create additional awareness amongst key procurement individuals within the targeted hotel groups sector and to establish interest in Admirals main proposition.
Strategy: The approach incorporated database acquisition, cleansing, profiling, creation of a direct mail piece and telemarketing follow up. The creative piece featured a printed 4 page leaflet concealing a cut out butterfly, which, powered by an elastic band, fluttered out of the leaflet when opened by the recipient.
Result: The campaign delivered a 20% response and, to date, a significant contract for the business.
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