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  1. 2020


Chestertons' Royal Academy of Arts Ticket Give-away Mailer

Category:Direct And Promotional Strategy Of The Year


Chestertons - an London estate agent - has cleverly utilised its relationship with the Royal Academy of Arts to execute a unique and eye-cathing direct mail campaign that delivers value to potential clients by giving away thousands of entry tickets to various RA exhibitions.

This campaign allowed Chestertons to build an incredibly high quality database of homeowners, landlords and tenants and enabled the business to engage directly with its target audience so effectively that response rates jumped 900%, leading to an uplift in new business for the company.

The first mailing was sent in February 2015, but since then a number of variations have been used to reflect each new exhibition and is now a curcial part of the company's marketing strategy.