Trust management of large sums of money owned by non-national individuals and companies in Liechtenstein.Offer: Trust management to reduce tax liability. Advantages: absolute anonymityObjective: To acquire clients in the former eastern-block countries where many people have come into large sums of money in a short space of time. As neither a reliable source of addresses nor any meaningful selection criteria were available, it wasn't possible to think of a conventional direct approach. We therefore had to approach our clients indirectly, while maintaining the utmost discretion and anonymity of the target group.

In the first step we had to filter out from the population potentially-interested parties suitable for the establishment of an institution, foundation or stock corporation in Liechtenstein. Dual-pronged approach to achieve this end:• Direct Mail to Tax consultants (recruited on the spot as intermediaries)• small ads in the major national economic print publications to gain direct responseA targeted dialogue systematically channelled the interested parties to a personal conversation which, because of the sensitivity of the subject, could only be conducted in private.The metaphor 'Liechtenstein-the tax paradise' was represented with powerful paintings by Brueghel ('Earthly Paradise') and Dürer ('Adam and Eve') and other forms of art showing paradise, e.g. ornaments.Semantically this 'picture' translated very well into the major east European languages.

Response rate: 17 %Total costs of €51,000 led to a CPR of €38.ROI: The investment paid for itself four-fold within six months and 13-fold within a year.