brief
To drive sales and raise awareness of the new British Airways Cancun Service, every1 produced a cost effective direct mail campaign consisting of an A2 sheet folded to A5. The mailer disclosed parts of the primary message as it was unfolded, eventually revealing a poster sized image of the idyllic tropical paradise.
In conjunction, an e-marketing mailshot was produced and delivered to the known customer base and a series of trade press adverts published to encourage accounts to switch from chartered airlines to British Airways.