As background, a recent survey conducted by the National Federation of Independent Business (NFIB) asked small business owners what they considered to be their top 10 problems and priorities. Number one was "Federal Taxes on Business Income".The brief called for communicating the tax benefits of Accelerated Depreciation associated with the purchase of a Land Rover to a targeted audience of small business owners and entrepreneurs then persuading them to buy. The proposition was straightforward and powerful: a Land Rover can provide your small business with tax advantages no luxury car can offer.

Ever since the Boston Tea Party, tea and (non payment of) taxes have been closely linked. We used this historic event as the way to dramatise our proposition. The creative contrasts the visual drama of the Boston Tea Party with headlines that punctuate the tax savings message and reveal a relevant surprise inside, e.g. a tea bag created by the original importer/victim of the infamous incident in Boston harbour.Creative included two mail pieces plus a newspaper insert where prospects learned about Land Rover vehicles and the potential tax benefits.

Anecdotal response from owners who received this package has been very positive. Detailed results of response generated by this direct mail piece include 178 sales, 79 incremental sales and an ROI of 298%.