With Australian Halloween participation on the rise, Halloween is becoming a new seasonal retail opportunity to highlight Halloween range and brand positioning to the market. A catalogue was developed, filled with exclusive Spotlight VIP Club bargains and offering ‘Home of Halloween’ party themes such as ‘Zombie Feast’ and ‘A Fiesta for the Dead’. The campaign blended addressed and unaddressed marketing, With 568,350 Spotlight VIP Club members and prospective customers, engaged. The direct mail piece aimed to communicate exclusivity to loyal customers as well as the large range across the Spotlight stores.
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