CEPSA, a company of petroleum-based products has a distribution division of fuel for residential buildings’ heating and hot water.

One of the most significant target markets for Cepsa’s heating fuel division are building administrators, who purchase some 70% of the division’s annual sales.Included in the customer loyalty scheme created for building administrators is the participation in seminars. These sessions give Cepsa a great opportunity to get closer to their target market – a group that does not tend to be very loyal as such.The seminar lasted a week and took place during May, when most people are working. This meant that it would be difficult for many administrators (who were often directors of small and medium-sized companies) to take these days off and travel with Cepsa.The goal of this communication was to catch the administrators’ attention so that they would find the seminar so tempting they would decide to attend.At the same time, it was important for the invitation to create expectations of what would happen there, while also showing the quality of the trip. It would have to be an opportunity that nobody would want to miss. The administrators received a 'formal' traditional invitation to attend the sessions in Egypt.

A few days later, they then received an envelope sealed with wax. The letter was made up to look as if it was sent from a law firm in London. This mailing informed them of a very special fact: Many years before, one of their relatives had travelled to Egypt and, at that time, had left a personal diary in the hands of a law firm in London, entrusting the law firm to hand it over to the administrator, their relative, in the event that he/she ever made a trip to Egypt. This diary would give the administrator the opportunity to relive the adventures and experiences of a 1930’s traveller; while describing the wonderful places that he/she was about to visit.The diary, totally written by hand and adorned with old photos (facsimiles of) of the Nile, trips tickets, hotels invoices and travel memories, describes to his heir the beauties of this earth and the ups and downs that happened in it. The diary, in its composition, beauty, content and rigor, is a masterpiece of art in itself. It required an enormous work of investigation and documentation in order to make it absolutely real and trustful, a job, on the other hand, which was extremely rewarding.

The trip itself was also empowered with participation activities such as dinners, an photography contest, etc., and all the design materials breathed the same archaic style, using quotations and graphic design resources from the Ancient Egypt.

The administrators received a 'formal' traditional invitation to attend the sessions in Egypt.

A few days later, they then received an envelope sealed with wax. The letter was made up to look as if it was sent from a law firm in London. This mailing informed them of a very special fact: Many years before, one of their relatives had travelled to Egypt and, at that time, had left a personal diary in the hands of a law firm in London, entrusting the law firm to hand it over to the administrator, their relative, in the event that he/she ever made a trip to Egypt. This diary would give the administrator the opportunity to relive the adventures and experiences of a 1930’s traveller; while describing the wonderful places that he/she was about to visit.The diary, totally written by hand and adorned with old photos (facsimiles of) of the Nile, trips tickets, hotels invoices and travel memories, describes to his heir the beauties of this earth and the ups and downs that happened in it. The diary, in its composition, beauty, content and rigor, is a masterpiece of art in itself. It required an enormous work of investigation and documentation in order to make it absolutely real and trustful, a job, on the other hand, which was extremely rewarding.

The trip itself was also empowered with participation activities such as dinners, an photography contest, etc., and all the design materials breathed the same archaic style, using quotations and graphic design resources from the Ancient Egypt.

100% of the persons invited attended the seminars.This campaign was awarded a First Prize at the John Caples Awards of Creativity in Direct Marketing.