LOS ANGELES – Colby Effler & Partners, Beverly Center’s agency of record, has launched a year-long direct mail campaign highlighting the exclusive bonuses the mailing is offering its upper-end customers. A free trip to Paris is the grand prize.
Called the Golden Key promo, it consists of five separate mailings that work with a membership key card. The card brings users a 15 percent discount off regularly priced merchandise every time they shop in stores such as Alexio’s, Belgravia Connection, California Pizza Kitchen, Carlton Hair International, Esprit, LearningSmith, Speedo, Timberland, and Vie de France, among others.
With use of the card, each customer gets complimentary parking, a “free treat,” and a chance to win a $1,500 Beverly Center shopping spree.
The mailings are being sent to approximately 35,000 homes in Beverly Center’s high-end core market, defined by zip code and income.