Airports of Portugal direct mail case study

With the recession grounding many would-be holidaymakers, aviation has had a rough ride of late, and ANA (Airports of Portugal) wanted to be sure it wouldn’t become the latest casualty when airlines announced their next round of route cuts. 

This piece of B2B direct mail aimed at route planners makes a powerful claim for Lisbon as an attractive holiday destination. Designed by Proximity Lisbon, the mailer comprises an authentic-looking diary of fictitious traveller ‘John Smith’ containing a handwritten entry about the city and a holiday snap.

To build interest among recipients, a different diary lands on the target audience’s desks on consecutive days, and it’s only with the arrival of the final mailer that ANA delivers its message in the standard, sales letter format – a letter explaining why John Smith keeps coming back to Lisbon.

A lot of time and effort went into handcrafting this extravagant mailer, but it has paid dividends. No airline has stopped flying to Lisbon.