Product:
The “Budapest” conference and event boat. This is the new member of the fleet, which is unique from more points. The area of boat is 350 m2 and can host 500 persons.

  Goal:
The goal was to introduce the “Budapest” conference-boat and to gain new customers.

  Strategy:
Sandwich-campaign in three steps as well as applying of “early bird” technique. The elements of campaign direct mail, telemarketing and direct mail. The first step was a direct mail, which consisted of a personalised letter, information leaflet and a questionnaire. We intended to take a survey of the potential demand. The purpose of telemarketing was to activate the non-responders. The third step was a letter of thanks and all the needed information (timetable and programme) as well as a full day ship-ticket for Mahart-fleet.

  Creative platforms:
All of direct mail had the same corporate identity design elements.

  Result:
The reply rate: 9,9 %. The survey was successful, it explored the market potentialities.

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