We thought to position the Swiss citizen in an ironic way as a famous shipping nation because of the recent success of the Swiss racing yacht Alinghi. Ergo: We emphasized our roots as sailors. The direct mailing consisted of 4 steps.A call to charter the Orange boat as a sailor (invitation).

A confirmation: the VIP gets a “contract of employment” and a personalized sailor tattoo.A give-away: the guests get a “pay of sailor” plus a hyperlink to the event website.Website: consists of a virtual logbook with pictures of the event.

The direct mailing was a big success. The addressees were really enthusiastic: 96% of them signed on and chartered the boat for an unforgettable event.