McCann Relationship strikes gold for I-Quest

McCann Relationship Marketing Hong Kong (MRM HK) has won a gold Echo award for its direct mail campaign for Internet service provider I-Quest Corporation. The International Echo Award Competition is an integral part of the Direct Marketing Association's yearly conference and exhibition. The competition is primarily dominated by US and European agencies - which makes MRM Hong Kong's victory all the more sweet, because it was the only Asian agency to win an award, on top of the fact that it has only been in existence for 18 months. "This puts us firmly on the map," said Mr Henrik Monefeldt, general manager of MRM HK. MRM HK's 'Wine Mailer' campaign for I-Quest - which won in the business services/ dimensional direct mail category - served as a door-opener for the I-Quest sales force, helping them to reach their target audience of key decision makers at both four and five-star hotels across 13 Asian markets. The 'Wine Mailer' itself consisted of an outer box with a personalised mailing label, covering letter, interactive brochure and, a bottle of quality red wine complete with a special I-Quest label bearing the recipient's name. To make the 'Wine Mailer' even more exclusive - and to ensure that it by-passed potential screening by secretaries and personal assistants - the mail-pack was hand-delivered to each decision maker on the mailing list. The product promoted through the 'Wine Mailer' was I-Quest's Worldroom Connect service, where broadband Internet access is installed and maintained at leading hotels. This service provides the frequent business traveller with super-fast and reliable email communication, as well as instant access to Internet research.

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