1, 2, 3: First Class passengers can become very jaded. Our mailer invited them to rediscover the joys of flying whilst re-engaging their senses. In a layered 'chocolate box of discovery' we linked tangible objects with features/benefits of the Airbus A340-500.

4: We targeted the most likely segment of Gold Skywards (our upper tier frequent flyers): members who had flown at least four segments in the last quarter, including one between Dubai and Australia. Miles were proven to incentivise gold members so we offered them triple miles if they booked a flight to Australia before a given deadline.

An on-brand, impactful DM that generated excitement, along with a 20% redemption rate and 193% ROI.