WWAV direct mail to drive Club Carling's subscribers to web

Carling is using a direct marketing campaign through WWAV Rapp Collins to drive existing subscribers to its Club Carling loyalty magazine to its new website, Carlinglive .com.

The move signifies the phasing out of Carling's link with football and highlights its involvement with music.

Existing recipients of the magazine will receive one of two pieces of direct mail - the core 120,000-strong target group is sent a square of red carpet with a VIP access code to give them the "red carpet" treatment.

The remaining 180,000 members will receive a teaser mailing consisting of a polythene bag labelled "Too hot to print and containing burnt pages.

It also includes a VIP entry code, which enters them into a draw to win tickets to the Carling Weekend - the Reading and Leeds music festivals on the August Bank Holiday, or to win Virgin music vouchers.

The campaign was art directed by Paul Beier and written by Jeremy Golding.