To establish The Great Indoors as a holiday gift destination, we created a fully integrated campaign including in-store signage, gift tags, shopping bags, preprint covers, online banners and email, plus the two mail pieces the client actually requested. We were fortunate enough to get renowned British artist Laura Stoddart to bring our campaign to life with her charming illustrations since she rarely works on non-editorial assignments. The holiday card invited customers to the store for free gingerbread latte. The gift mailing included a thank-you note and a book on home and garden, illustrated by Laura Stoddart.

The Great Customer holiday gift mailing had a 20.57% response. Even without an offer or coupon, this piece generated incremental traffic with an average ticket of $524 (vs. $455 last year based on promotional period spend). The holiday gift card had a 7.06% response that generated incremental revenue of $466,365 during the promotional period.Based on the direct mail results, the client will continue to thank and reward customers during the holidays. The in-store signage helped to give the store a holiday look and feel and we have been asked to repeat this integrated effort for Holiday 2003.