Objective

To encourage Americans to telephone home using the A T & T network whilst holidaying in Britain.

Mechanic

‘Feet on the Street’ field marketing campaign — providing a team of promotional staff to distribute postcards at major London tourist attractions throughout the summer for five consecutive years. The postcard had an immediate appeal for the tourist as it featured a London landmark so had a high retention level. It also gave details of how to use the service via a dedicated access number. Major tourist attractions such as Buckingham Palace, Westminster and the Tower of London were targeted.

Result

Over 350,000 postcards were distributed annually generating a significant increase in minutes on the A T & T network.

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