TUSCANY JOURNAL - (IMC-AD105)

Objective: A new island resort was seeking a welcome gift for travel writers they had invited to visit the resort in the hopes these writers would return to the mainland and write glowingly of the new resort. They were looking for an upscale item with a connection to writing.

Strategy: The distributor presented the new journal from the IMC 'Tuscany Collection' knowing the fabric texture detail and top-stitching gave the journal a high-perceived value. The journal's 4-year calendar and lined sheets had an obvious connection to writing, and the journal in caramel was as soft as the beaches and towels the resort was touting. IMC's offer of Free Laser Set-Up and Free Laser Personalization put the promotion well within budget limits, and the resort placed the order immediately with the distributor. Knowing the attendees in advance allowed the resort to have the attendee's name laser engraved on the cover as well as the resort logo.

Result: The organization was very happy with the way the Tuscany Journal blended the writing theme and the resort motif. They plan to incorporate several Tuscany items into their advertising as they build their convention business. The travel writers were amazed the resort took the time to know their names, and went a step further by having them engraved on a gift.