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.
A limited edition queen-shaped swatch book was created with each outfit painstakingly matched by Pantone’s colour expert technicians to the exact Pantone reference, date and location where each was worn. Each of the 60 cards in the spiral guide shows Queen Elizabeth II in the same formal suit with only the colour changing.
Leo Burnett approached Buckingham Palace with the concept which was so well received it was made an official piece of Diamond Jubilee memorabilia and became royally endorsed. An ultra-short run of 60 copies were produced and sent out to a highly targeted mailing list consisting of media publications including magazines and newspapers, influential design bloggers and prominent designers.
Within 24 hours the campaign had been written about in over 1.2 million website and blogs with #pantonequeen trending on Twitter. Numerous design publications also covered the innovative direct mailer which ensured it had maximum publicity with a targeted audience of existing and potential Pantone customers. Since Pantone only produced a small run for the Direct Mail campaign, printing and shipping fees were kept to an absolute minimum, translating into an incredible return on investment.
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