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Pantone celebrated the Queen’s birthday with a unique direct mail campaign

To celebrate Queen Elizabeth II’s Diamond Jubilee, Pantone created a Queen shaped colour guide. To ensure maximum exposure and engagement, they used Direct Mail.

How they did it

  • A limited-edition queen-shaped swatch book was created
  • Each of the 60 cards in the spiral guide shows Queen Elizabeth II in the same formal suit with only the colour changing
  • Copies were sent out to a highly-targeted mailing list consisting of media publications including magazines and newspapers, influential design bloggers and prominent designers

The results

  • Within 24 hours the campaign had been written about in over 1.2 million website and blogs

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