To ensure establishments met the Tiger profile, owners/managers were hand picked and pre-screened via a phone call. Contact details were also confirmed over the phone, and key customer data such as “house specialty” menu items were captured.

A very high impact direct mail package was then designed to ensure owners and managers received the message and were motivated to consider serving Tiger beer.A series of two follow-up calls to recipients was planned in order to guarantee Tiger got the message across, but also to measure the campaign’s impact on intent to purchase Tiger beer.