BOSTON'S "CELEBRATE WITH BOSTON!" BRANDING CAMPAIGN |
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This 6 millionth Boston Button promotion was one of the most successful in Boston’s history. The direct response participation promotion consisted of two promotional groups: Lab Professionals and Eye Care Practitioners in the US & Canada.
The Lab Professionals group received a total of four pieces consisting of a splash piece and three follow-ups. Each mail piece was packaged with a free gift and a chance to win a one-year lease on one of three Volks Wagon New Beetles. |
The 6 millionth Boston Button Direct Response Participation Promotion continued with a focus on eye care practitioners in the US & Canada. Each practitioner received an initial “Celebrate with Boston” brochure and a secondary follow-up mailing. Each mail piece included a chance to win a Fuji digital camera and a survey for information on usage and sales of Boston products.
Examples below include: the initial Lab poster mailing, the lab table tent follow-up mailing, second and third follow-up postcards, and the Canadian practitioner self-mailing brochures. |
