Pinkup: Campaign for new TCS subscription
Anyone who wants to subscribe to *Touring*—now in an attractive magazine format—needs a TCS membership. As part of a subscriber acquisition campaign, Pinkup Dialogmarketing wrapped the magazine in a yellow sleeve.
These were distributed to 350,000 mailboxes of potential club members. On offer: the most advantageous subscription in Switzerland.
In TCS member recruitment, the focus is usually on roadside assistance and club benefits, and the Touring magazine is a nice-to-have. In the combined mailing, the communication was reversed for once: anyone who subscribes to the magazine for a year receives the TCS Patrol breakdown service as a generous bonus. A calculation that paid off. The response to the advertising measure was gratifying, according to the press release.
Responsible at TCS: Patricia Gyger (Marketing Project Manager). Responsible at Pinkup: Nicole Chervet (CD), Jeva Babuskina (graphics), Jeanine Jost (consulting)
