We found a 'curiosity' that drove the whole campaign: the 14th of February, apart from being Valentine’s Day, was also the date when Alexander Graham Bell made his invention of the telephone official.

So, during February, we sent out mail shots with a rose in a box with a card explaining this anecdote. The mail shot itself made a huge impact and generated attention, and, of course, was a pleasant surprise as obviously nobody received it on Valentine’s Day but a bit before or after, so multiplying the existing element of surprise.

Of the 500 mail shots sent, the response through the telephone follow-up tracking was: out of 80 calls, 45 remembered the campaign (56.25%) and associated it with the name of the company and, most importantly, 22 arranged interviews (27.5%). An incredible ratio for a sector that is saturated with offers.Extrapolating from the 1,500 interviews arranged, the following was expected: Reply arising from 1,500 calls = 843 contacts remembered the campaign and associated it with CATSA, and of these, 412 arranged interviews.