The results were highly satisfactory. The very small communication investment (the equivalent of US$ 4,000, including agency fees and production costs), plus the cost of the 40 journeys to Greece, was widely overcompensated by the margin of an additional US$ 3.000.000 in sales (+20% vs. normal projections based on historical tendencies). The style and quality of the communication contributed to deepen the existing bonds with the company’s main distribution channel, making agents feel they were specially recognized and rewarded.