The direct mail campaign, entitled "Spirit", has been developed by Tullo Marshall Warren and is part of Diageo's relationship marketing programme for consumers of premium brands.
The mailpack, which the drinks giant says feels more like a gift to consumers, features three exclusive 'Spirit' booklets held inside a sleeve with the group title 'The Spirit of Christmas'. The booklets contained inside -- 'The Spirit of Giving', 'The Spirit of Friendship' and 'The Spirit of Adventure' -- provide the recipient with advice on present giving, home entertainment and interesting places to visit respectively.
The mailing also includes a personalised Christmas card. Around 130,000 consumers on the Spirit database will receive the pack, which Diageo says is "more like a gift to consumers than other mailings".
Kate Perkins, account director at TMW, said: "Christmas is a busy time for people's doormats, but this campaign should cut through the clutter because the magazine format enables us to give 'Spirit' members real food for thought, in both word and picture, providing them with relevant information and real inspiration."
Elsa Jack, marketing manager of premiums at Diageo, added: "The good quality of editorial and high production values of the magazines, which TMW has produced, should significantly boost the shelf life of the campaign."
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