Triple Play Tuesdays

Client: OLG Slots at Mohawk Racetrack

Date: 2006

Objective: To design and develop an effective direct mail piece that will stand out, invite and encourage the receiver to take advantage of the “Triple Play Tuesdays” promotion.

Target Audience: Members of the Winner’s Circle rewards program, ages 25 to 60.

Concept: Taken from the promotion name, the core concept centered on the number three. The direct mail piece took the shape of a multi-fold triangle featuring three detachable coupons. Each fold will open to reveal a new offer that encouraged the receiver to use the tear-away coupons and visit the site every week.

Challenges: Due consideration was given to size and dimension to comply with specifications set by Canada Post.

Overview: The logo was designed to reinforce the theme of the number 3 and the triangle. After establishing the design, several mock-ups were created to test handling and readability. Adjustments to the die cut, perforation and fold lines were made and a sample piece was produced for further testing on the automated postage machines. It was important to test the piece throughout the process to ensure the end result would succeed.

Outcome: The unique execution of the direct mail was well received and traffic to the site increased on Tuesdays for the duration of the program.