Best Use of Direct Mail (Trade or Consumer).

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The winning entry was ‘Breakfast’s On Us’ by Intelligent Marketing for Lufthansa International Airlines. In this fiercely fought category, this entry receives a Silver award.

Research showed that travel agents trade information over coffee first thing in the morning. Intelligent Marketing enlisted the co-operation of a cereal manufacturer and boxes of Lufthansa-branded muesli were distributed to travel agencies.

The idea was to create a talking point which raised awareness of the Lufthansa brand. This tactic worked extremely well, resulting in a significant return on investment.

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There were two Runners Up in this category.

In second place, with a silver rating, Partners Andrews Aldridge for Visit Wales with the ‘Golf Seasonal Email Campaign’.

In third place, W.D.M.P., also with a silver rating, for Thomson Holidays with the ‘Turn of the Year’ campaign.