The Direct Marketing Association: Echo-Cardiogram

The Direct Marketing Association's International ECHO Awards needed to prove it was the premier competition for direct and interactive marketing—not just for direct mail.

The Direct Marketing Association: Echo-Cardiogram

MRM Worldwide

ENTRY INFORMATION

Category: Business and Consumer ServicesCountry where program ran: GlobalDate program started/ended: October 2007 - April 2008

Product Description: The 2008 DMA International ECHO Awards call-for-entries integrated campaign.

Advertiser/Client Name: The Direct Marketing AssociationMedia Channels: Direct MailEmailInsertPrintOtherWebsite: http://work.gillespie.com/WebTEST/echo_dev6/index.html

STRATEGY

Marketplace Challenge:

There were three real challenges to achieving the goal of making the 2008 campaign the most successful with NEW entrants:

  1. The ECHO Awards were thought of as only a direct mail show. And with more and...

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