British Tourist Association
Letters from a traveller
Market research carried out by BTA Amsterdam has shown that the Dutch prefer, in general, to take travel recommendations from their fellow countrymen.
The campaign therefore used letters and postcards from a fictitious Dutchman (Frank De Jonge), which were sent at regular intervals from his ‘tour of Britain’ to BTA Amsterdam’s database.
The Frank De Jonge campaign also received the USPS (United States Postal Service) Gold Mailbox Award for the most innovative use of direct mail.