Television New Zealand direct mail case study

Television New Zealand needed to target head TV buyers in a bid to raise interest in advertising space during its Saturday night movie slot. 

Its agency, Saatchi & Saatchi, used an intriguing creative for this direct mail campaign. The rate card was put inside a series of envelopes, which were 'postmarked' to show that the mail had been around the world in 80 days.

This tied in with the theme of the screening of Around the World in 80 Days on the TV channel and led to dramatic results – every space was sold out for six months after the mailing, attracting revenue of NZ$5m.