Legends Entertainment District
Legends Entertainment District wanted to compete against major outdoor media companies. But how to cut through the clutter of freebies that land on advertising agency media planners' desks daily? How about a constant reminder of where their ads might be placed by outdoor media giants.
I developed a handpicked mailing list and created—individually—a dimensional mailer featuring a terrarium cemetery and an accompanying brochure. The idea: By going with a giant, you don't know where your ads might be placed. They well could overlook a cemetery—a decidedly tough crowd to sell to, given that, well, they're dead.
The premium was just odd enough to be a sought-after desk accessory, and the concept was aggressive enough to give Legends a sellout of all inventory.