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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