‘A Perfect Day’ was our intergrated campaign theme. ask our segmented UK target audience to consider Scotland for a holiday in sping/summer.

 

We created a self-mailer in a journal style. We had to consider over 8 variables within this mailer where each variant had to be relevant to our different audiences. We also had a very tight budget so I asked for potential artists around the agency to provide an illustration each, in their own style as we wanted it to look and feel authentic.