An 8pp full colour catalogue was designed with a discount code offering Free Shipping. The campaign ran for three months, May to July 2014. 140,000 catalogues were printed for distribution in selected zones. Zone selection was based upon demographic knowledge of the specified target market, which was based on existing data of the twenty-five highest spending suburbs in Melbourne, VIC. Based on individual purchases. The statistics on historical sales did not show any specific grouping of suburbs and therefore, a cross-demographic market was selected based on previous demographics rather than geographical positioning. During the campaign, a second promotion was run to ask customers to join the email newsletter and enter a competition to win a limited edition print to the value of $450.
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