How to best approach Royal Wedding themed direct mail promotions

The Royal Wedding bandwagon – or limousine from the Queen’s fleet – is gathering pace.
 
British businesses are forecast to profit from the event to the tune of £620m, according to retail analysts. Engagement-related merchandise is forecast to be worth between £12m and £18m, while wedding merchandise sales could top £26m in the UK.
 
Brands looking to cash in through Royal Wedding themed direct mail promotions should be careful, however, after the Royal Family set out strict rules for souvenirs and collateral that could be used in direct mail campaigns celebrating the marriage of Wills and Kate. There are more ‘don’ts’ than ‘do’s’.

Neil Jenkinson, Marketing Director at promotional consultancy Dialogue141, provides advice and help to direct marketers in navigating the legal minefield in creating Royal Wedding themed direct mail promotions.

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