Curt Ritter

When developing a direct mail campaign, the age-old challenge is creating a piece your target audience will open immediately. CIT Group Inc., a New York-based provider of commercial and consumer financial products, achieved a 100 percent open rate last January with a hand-delivered, space-age, secret agent-like direct mail package targeted to members of the media. Designed to publicize the launch of a new branding campaign for CIT, the mailing included a coded message, press release, survey campaign ad and decoder glasses. The branding message “see how CIT is redefining capital” was only visible when the recipients put on the decoder glasses. Soon after the

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