We wanted the receipient to think about going on a vacation right in the middle of his busy Monday morning routine. So we sent a photo album to all the respondents – the only catch being that there were no pictures in the album. This was supposed to help trigger off their vacation memories.This was followed up with a press ad to close the sale.

Overall, we achieved a total conversion rate of 7%, much above our target; we were expecting it to be 5%. We got recipients enquiring about the vacations and package tours on offer and this in turn also raised the brand's top-of-mind awareness.For the non-callers, when we called them up they were positively predisposed towards the idea of going on a vacation.