We didn't want to rely on the traditional brochure. We knew that when people travel, they record their vacations with pictures that are later shared with loved ones. We created stands that simulated the opening of a photo studio. Free photo albums were offered and trips raffled as promotional gifts. People took pictures and filled a form. Days later, they received their album in the mail and discovered it represented their chosen destination. The white backgrounds were replaced with images from their dream vacation. On the last page people discovered that the album came from the bank.

The bank benefited from an increase of its database and a 15% growth in vacation loans. Because people shared their photo albums with others, many who didn’t receive them directly also approached the bank to request a vacation loan. The good thing about this promotional idea was that people who received the photo albums didn’t feel like the bank was selling them a product, but instead was helping them achieve their dreams.