It comes in the best way possible - big and colourful - which encourages you to want to open it up.
On opening it, you are presented with a pencil, an eraser and a ruler, all of which are extremely long.
The novelty of these items started to wear off extremely fast as I tried to figure out just what they were saying.
The three items were laced with differing messages which served to convolute the entire experience.
In all honesty, if I weren't asked to critique this, I would have given up figuring out if there was a message in these pieces within two minutes and given it to my niece to play with.
Three ways the direct mailer could have been better (take it or leave it):
1. Simplify the whole thing to one message only, or even better, don't say anything and just let the length of the items represent the message of longer Virgin airbuses.
2. Cleaner, more disciplined art direction. This would help guide wondering eyes to the simple message.
3. Finally, avoid bad puns.