A broad database of art and food lovers will be targeted with an HTML mailshot promoting the auction on the Observer Food Monthly .
OFM showcased culinary-inspired art pieces for top London restaurants such as Sketch and The River Cafe from high-profile contemporary artists such as Tracey Emin, Marc Quinn and Gavin Turk in last Sunday's issue.
The campaign is through Claydon Heely Jones Mason and will run for two weeks. Consumers can log on and make a sealed bid from today.
The target recipient's were based on segmentation analysis carried out by Guardian Newspapers.
Guardian Newspapers recently announced that it was to overhaul its database to improve marketing efficiency and increase sales. New categories to be added to the database include consumers' general interest, purchase frequency and overall customer value.
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