TNT Post COM EN

To generate new subscriptions to Vanity Fair in Italy, the publishers (Condé Nast) designed an unaddressed campaign as an experiment to complement their traditional direct marketing tools. The mailpiece consisted of a fashionable carrier bag including a free copy of the magazine and a 30% discount offer. With such a highvalue mailpiece, accurate targeting was vital. Using the Geomarketing system, TNT Post was able to isolate upscale, fashion conscious Milanese women between 35 and 54, and thus to generate unusually high redemption. 

The test has since been rolled out in other cities, with a total of 500,000 bags having been delivered and all bearing a ‘distributed by TNT Post’ endorsement!