Strategy and Execution: A direct mail
invitation to family members and friends across the country was
shipped in a white box. Copy inside began, "Fifty years ago a young
cowboy from Montana and a lovely Philadelphia sophisticate tied the
know." Illustrating this fact were a western bandanna and
herringbone scarf tied in a know (like tying a marriage knot). The
scarves were in gold and black which traditional 50th Anniversary
colors. The couple's names and the official invitation for the
celebration and request for R.S.V.P followed.
Results: The 48
invitations produced 48 acceptances. Seventy percent of those
invited brought the bandanna and scarf to the celebration as a
salute to the couple.
SILVER WINNER