Selfridges targets cardholders in two-pronged mailing

LONDON - Selfridges is using a two-pronged direct marketing drive targeting store-card holders with an invite to its Body Craze festival this month.

The drive is the first through Claydon Heeley Jones Mason since it was appointed last month following a pitch against two other agencies.

The first element of the campaign sees the upmarket department store hand-delivering floral bouquets, made up of flowers with herbal remedial qualities, to its top tier of store-card holders.

The rest of its store-card holders are being mailed a creative pack that includes scratch-and-reveal panels to promote the different aspects of the show and to encourage recipients to visit the event and explore what interests them.

It also offers a free gift to the first 1,000 cardholders to shop at the store, as well as entry into a prize draw.

Cardholders will also receive a peel-and-reveal insert in their May card statement.

Body Craze runs until the end of the month at Selfridges' stores in London and Manchester.

Above-the-line activity was handled by Mother, its first for the store. It will appear across national titles and outdoor sites around the two cities.

The campaign consists of 13 images, all photographed by Elinor Carucci. They use close-up images of different body parts. These include a man's beard, a woman's thigh, a neck, bottom and stomach.

Body Craze is Selfridges' annual themed event for 2003. In 2002, the event was called 23½ Days of Bollywood and Tokyo Life in 2000.

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