The Hip List DM

Background

VHIP Hotels specialises in making travel memorable with its iconic collection of unconventional hotels and hand-picked destinations, encouraging its audiences to escape the everyday. VHIP Hotels collaborated with our client, Virgin Holidays, to produce a unique offering to a new affluent audience.

The Brief

Our brief was to create a unique DM piece, mailed out to a database of very high earners with very high bonuses, ranging from £200k+ to £1m per annum, with regular expenditure on a luxury lifestyle. The main objectives of the DM were to drive calls to Hip Hotels’ specialist Travel Gurus, promote the service the Gurus offer and to create overall interest in the brand.

The Creative

We developed the concept of ‘The Hip List - 12 must-do’s for the year ahead’ and a 32pp mini-magazine / DM in an editorial style was produced, which introduced the Gurus and Hip Hotels’ top 12 destinations for the year ahead. Incorporating a bespoke brand pattern into the design contributed to a unique look, together with the use of special inks and a heavier weighted paper, for a premium feel that would resonate with our target audience.

The Work

The work covered included the overarching concept, design and artwork of the mailing piece as well as all copywriting, print management and mailing fulfilment.