OgilvyOne has unveiled a new direct mail campaign for IBM which is
aimed at boosting the computer giant’s e-mail business among hoteliers
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
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
OgilvyOne’s work forms part of a fully integrated pounds 4 million
campaign which uses above-the-line work by Ogilvy & Mather.