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April 28, 2004

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Saab mailer boosts customer bond with a thank you

LONDON - Saab is to build stronger relationships with its customers by sending a personalised mailing to mark the first anniversary of their buying their car.

Saab's DM agency Draft London has created a pack offering recipients a free photography session with a portrait gallery. The mailing is being sent out this month to 10,000 Saab customers.

The outside of the mailing carries the line "For one day only, image is everything".

Inside is a four-page booklet which reads "Just this once, do something Saab drivers never do. Pose".

The remainder of the booklet gives details of the offer and contains a voucher.

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