London Luton Airport suits up for business

 'A perfect fit for business' LTN's mailer to attract
local SMEsBrand: London Luton Airport (LTN)

Agency: Milton Bayer

Campaign objectives: LTN wanted to engage with senior decision makers within SMEs nearby - and encourage them to attend a business event showcasing the wide variety of improvements made to the airport.

Target audience: 200 senior decision makers at SMEs located within an hour's drive from the airport.

Solution: An integrated campaign under the mantle of ‘Perfectly suited for business.' This used both on and offline media to target business leaders. Three primary channels were used: traditional DM; email; and telephone follow-ups to ensure contacts were reached.

The first challenge was to ensure the DM piece got through to the intended recipient. Each piece was disguised as a fabric sample from a bespoke tailor. Three days later an e-shot carrying the same promotional messaging and styling was broadcast to all 200 contacts to reinforce the initial mailshot.
Recipients were encouraged to click through to a dedicated microsite to register their interest. Two days later an LTN telemarketing representative called any recipient that hadn't responded.