OgilvyOne launches campaign to boost IBM’s e-mail trade

OgilvyOne has unveiled a new direct mail campaign for IBM which is aimed at boosting the computer giant’s e-mail business among hoteliers in Europe.

OgilvyOne has unveiled a new direct mail campaign for IBM which is

aimed at boosting the computer giant’s e-mail business among hoteliers

in Europe.



IBM’s e-business solutions claims to offer the hotel industry a secure

package for companies doing business over the internet.



The direct mail campaign illustrates the financial security of IBM’s

services by using a series of humorous images of all the things hotel

guests love to steal.



Bathrobes, towels, stationery, ashtrays, shampoo and even wooden

coathangers are pictured in the mailings, alongside the strapline: ’At

least you can stop things going missing from your hotel’s website.’



The campaign is supported by IBM’s offer of ’thousands of dollars of

internet security, free when you buy one of IBM’s e-business

solutions’.



OgilvyOne’s mailing is part of an educational campaign by IBM in

response to research which reveals that hoteliers believe the internet

is extremely important to their businesses.



The pan-European mailing will be staggered throughout the summer and

autumn, targeting hotel general managers, chief executives, IT directors

and front-of-house managers within both independents and chains across

five countries. First to be mailed are the UK and Germany, followed by

Spain, France and Italy.



The campaign was art directed by Charlie Wilson and written by Emma de

la Fosse.



OgilvyOne’s work forms part of a fully integrated pounds 4 million

campaign which uses above-the-line work by Ogilvy & Mather.



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