CDP runs launch of Civic Aero Deck with Canon mailing offer

CDP is launching Honda’s new sporty estate, the Civic Aero Deck, in a pounds 2 million integrated campaign breaking this week.

CDP is launching Honda’s new sporty estate, the Civic Aero Deck, in

a pounds 2 million integrated campaign breaking this week.



The campaign, targeted at outdoor types who have or are about to start a

family, includes national press and posters and a pounds 150,000 mailing

disguised as holiday snaps.



The direct element will be sent to 13,000 prospects, who will each be

invited to test-drive the pounds 17,000-plus car. Anyone who takes up

the offer will receive a free Canon camera worth pounds 140.



Johnny Hornby, CDP’s head of account management, explained: ’People

often do a pounds 20-pounds 30 incentive, and send mailshots to lots of

people. We are doing a much smaller amount with a much higher investment

in the test-drive incentive.’



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).