We engaged each planner directly by sending each and every one a personalised full size, mocked up front page of our national Sunday newspaper featuring them as the Roger Garlick winner, reporting back from glamorous Cannes (the winners prize), with a diary written in the first person describing their wonderful week. Being the Sunday “front page” highlighted the prestige and newsworthiness of winning while personalising it ensured it would be kept, forming a constant reminder and motivator.

The campaign cost 12% less than the previous year’s spend and resulted in an almost 80% increase in Roger Garlick entries.