FT Direct Mailer
Cable & Wireless
New to the island and new to the job, it was essential for the Cable & Wireless CEO David Smith to get in touch with heads of local business, to see where Cable & Wireless could offer support.
A direct mail piece that targeted MDs, CEOs and other captains of industry by 'customising' a copy of the FT was created.
Printed in-house on genuine FT 'pink' paper, we produced a half page advert personally inviting the recipient to meet up with the Cable & Wireless CEO. The remainder of the page was designed to resemble an FT article introducing the MD.
The newspapers were picked up the moment they hit Jersey turf, the personalised sheet slipped in amongst the pages, elegantly wrapped and hand delivered that morning. The impact achieved by the recipients seeing their name in the FT generated an impressive response. Of the 65 mailers sent out 43 resulted in meetings and the brand's profile amongst the island's key decision makers was raised.
