A research programme identified three core audiences: aquarium curators, retail managers and turnkey operators (exhibition devisers who may need material now or for future projects).

A key consumer insight – devotion to all things aquatic – informed creative development and resulted in beautifully crafted mailpacks, guaranteed to draw attention. The menu of 'product' options allows buy in from large or small institutions. Each pack follows the same creative theme but is tailored to the audience.Extensive international data compilation was carried out to establish appropriate contacts within the top 350 aquaria.

These packs were mailed to their respective audiences in late March. Given that budget decisions are generally made by committee in these types of institutions - and some packs may not even have arrived at their distant destinations yet - we were expecting a relatively long lead time for enquiries and sales. But early indications are very promising, with dozens of calls into Library Sales already reported. BBC Worldwide have also received very positive anecdotal feedback.