London Luton Airport direct mail case study

London Luton Airport (LLA) is best known for its low cost, no frills air travel, but following a major revamp, including a new range of executive services, the airport was ready to welcome more business travellers through its doors.

The challenge was to change perception of the airport among business owners and managers nearby. Agency Milton Brauer created an integrated campaign combining direct mail, email and telephone marketing to persuade this target audience of 200 to attend an event showcasing the improvements.

A piece of suit fabric with the message ‘A perfect fit for business’ screen-printed so it mimicks tailor’s chalk forms the direct mail element of this B2B campaign. Button samples complete the illusion while a reply card prompts recipients to register their interest in the event.

Several days later an email reinforces the mailshot and any non-responders are contacted by telemarketing reps to achieve cut-through with this hard-to-reach audience.

With a 20% response rate, this campaign shows how a clever creative, accurate targeting and good follow-through can reach and inspire the trickiest of audiences.