63% of the recipients of the direct mail visited the website, www.timeoff.co.za. A 35% increase in calls to the careline from flying club members was recorded following the mailing. The email was sent to1500 recipients, to date 14 030 visitors have entered their name and email address. In total we’ve had approximately 26 000 hits. Although acquisition was not an objective, a 6 % increase in flying club members was achieved.