Throwback Thursday Direct Mail: Jaguar Wraps Up a Holiday Offer
The season provides a reason to have a sale, as in this direct mail piece from the luxury carmaker.
Mailer Name: Jaguar USA
Date Mailed: December 2002
Cars and the holidays go together like bows and wrapping, all of which are on display here. Like so much gift wrap, the 6-1/2”x6-1/2” envelope uses a repeating pattern. Not surprisingly, red and green figure prominently. But the item repeated isn’t a candy cane, tree, or star, but Jaguar’s 2003 S-Type car.
The first of identically-sized sheets that nests inside the envelope is printed on translucent paper. “Unwrap A Jaguar Holiday Event” it announces, next to a giant bow like the one on the outer. The next sheet shows an up-close view of one of the company’s vehicles. A single paragraph is overlaid: “No shiny ornaments , no glittery decoration, can match the gleam in the eye of one who discovers the perfect gift.”
It’s followed by four additional sheets. Each showcases one of the company’s models. The vehicle’s pricing options run across the top of a paragraph. Each starts with a line or two referencing the Christmas season before seguing into the usual sales copy. For example, for the S-Type: “The holidays. A time to deck the halls. But beneath the adornments, the true gifts await.”
The last sheet in the mail package is a numbered certificate. For any driver who buys or leases a 2003 Jaguar, the company will send them a $500 gift card. To redeem it at a selection of online retailers, the customer only needs the dealership’s validation to mail it back.
Stay true to your brand even as you step a bit out of character when capitalizing on a holiday season.