When Qantas wanted to prove the power of tangible marketing, they didn’t just send an email—they sent something their audience could actually use. The challenge? Create a stylish, travel-friendly item that fits into a standard DL mailer, while driving measurable engagement. The result was a campaign that didn’t just deliver—it outperformed digital.

Objective

To create a reusable travel bag that was compact enough to fit within a DL-sized direct mail pack (no thicker than 5mm), while serving as the core element in an A/B test comparing tangible direct mail against email-only communication.

Solution

We collaborated with the advertising agency, DM specialists, and Qantas’ marketing team to design and fold a stylish, branded travel bag that met all postal requirements—slim, practical, and perfect for slipping into a traveller’s luggage.

Results

The campaign validated what we know best: tangible marketing works. The direct mail campaign delivered stronger results than email alone, proving that when customers can touch and use your brand, the connection lasts.