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.
