A Direct Mail campaign was developed to target customers, sourced from Land Rover Canada's database, that purchased vehicles from 1991 to 2001. To achieve maximum effectiveness throughout the year with a limited budget, the campaign was divided into three phases.The Summer and Winter pieces encouraged owners to get their vehicles ready for the coming season with specially priced service packages. The accessories piece informed them about the range of functional and cosmetic items available, designed to enhance year-round travel.

The campaign was a first step in Direct Marketing for Land Rover Canada's Aftersales Department, with participation from all Retailers across the country.Dealer feedback confirmed that various Retailers noticed an increase in requested services promoted in the Direct Mail pieces and that many customers brought the DM pieces with them to their Dealership to request the specific promotions.The campaign was also extremely well received by Land Rover's head office, brand managers and marketing staff.