We sent a strictly personalised invitation, explaining how to get to the event, by simulating a Basketball game plan typically designed by a coach. The game plan began at their place of work and finished at the Hotel where the press conference was to take place. An entry card was also provided to facilitate access.

The invitation was attractive, fun and had a great deal of impact, given the high degree of personalisation.

Results were extremely successful and went far beyond initial objectives. We sent 75 invitations, obtaining an attendance of 56 journalists, a response rate of 80%.