The Guide Dogs for the Blind Association has launched a ‘good news’ direct marketing campaign this Christmas, approaching both warm and cold audiences.
Working with direct-to-digital agency TDA, the charity is spotlighting the life-changing partnerships between guide dogs and their owners. It features a trainee guide dog puppy called Jack and the story of Voss, a qualified guide dog who saved his owner’s life by blocking his exit from a train that had stopped short of a platform.
Direct mail will be the principal channel and recipients will be able to respond either by post or by visiting a bespoke landing page online. Tailored versions have been developed for cold and warm audiences and two seasonal incentive devices will be tested – a Christmas card and a calendar.
“Our target audience for this campaign ranges from people who have a keen interest in Guide Dogs to those who have very little understanding of our work,” explained Maria Novell, Direct Marketing Manager at Guide Dogs.
“We are exploring a softer, more emotional tone with this pack, but it is information-led and underlines the importance of funding to help us train more guide dogs”.