Objective:
To inspire insurance conventioneers to attend a company-sponsored evening of entertainment.

Strategy and Execution:
In competition with other evening social events at a convention, this insurance company wanted an activity that reflected their involvement in a branch of specialty insurance which insures the entertainment industry, special risk operations and ocean marine. The advertiser capitalized on the New Orleans Jazz Festival being held concurrently in the convention city. A "Night on the Natchez" was held abroad the paddlewheel boat, "Natchez," with refreshments and jazz music. The invitation, mailed to the home of key insurance agents, was a custom imprinted compact disc, case and booklet promoting "Come to New Orleans and Hear the Music Play." The disk itself had all the invitation information. The cover had an inserted brochure which, when opened, held admission tickets and an RSVP card. On the back, facing the CD, was a letter from the president of the company promoting the event. On the back of the disk case was a map of the location where the boat was docked.

Results:
Even with the torrential rains that evening, 225 out of 325 invited attended creating, as the advertiser wrote, "...One of the most successful invitations we have done..." for a 70% response rate.