FRIDAY  NOVEMBER 10th, 2006

 

NAMMU REWARDS CARLSON MARKETING CAMPAIGNS

 

 

Toronto, November 1, 2006…Carlson Marketing took home three category wins for two major campaigns at the 2006 NAMMU Awards, held November 1 at the Design Exchange.

 

The Via Preference Anniversary Mailing campaign earned the first major award of the evening for Carlson Marketing in Transaction Mail, Lettermail - Loyalty, business to consumer, for client Via Rail. The Via Rail campaign next earned top honors from the NAMMU jury for Brand Reinforcement.

 

This innovative campaign was created to recognize and reward VIA Preference members for their loyalty and making VIA Rail their top choice for travel, and to increase revenue across all routes. The winning solution proved very simple and very effective: give members multiple reward choices and they will happily respond. Highly personalized letters offered a flexible choice of upgrades and benefits that demonstrated understanding of the individual’s travel preferences. VIA hit home with an overwhelming response and unprecedented redemption results.

 

John Stevenson, President, Information Concepts & Technology, and NAMMU jury member, presented the awards to Carlson Marketing. NAMMU head judge and master of ceremonies, Alan Brodeur, commented on the Carlson Marketing double win for the Via Rail campaign: “Member response indicates VIA’s recognition of their travel habits and needs is most appreciated. A significant lift in travel spend demonstrates the potential of this great campaign. That is award winning branding and superb brand recognition reinforcement of one of the most famous icons in Canadian history.”

 

Carlson Marketing was called to the podium again for their CHOICES from RBC REWARDS catalogue, business to consumer campaign, for client RBC Royal Bank of Canada.

 

In this award winning campaign, RBC makes the value proposition to customers: “It’s easier to get what you want.”

 

 The objectives were to increase redemption on the rewards program, increase card spending, improve customer satisfaction, and reduce costs.

 

The catalogue’s magazine quality was designed for customers to keep and check out regularly. The accompanying letter reminded each recipient what they could redeem, tailored to the cardholder’s current balance. Unprecedented results at significant cost savings gave RBC its best quarter ever.

  

The presenter, John Stevenson, was delighted to again welcome Carlson Marketing to the podium.

 

Alan Brodeur, NAMMU head judge and master of ceremonies,  noted: “This campaign not only focused on highly appealing merchandise, it increased understanding of the rewards program benefits with highly targeted cardholder communications, and put it all together in a tempting catalogue. Congratulations Carlson Marketing and RBC Royal Bank of Canada.”

 

  

 

 

The complete listing of NAMMU 2006 Award winners is available from topten@nammu.org

 

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