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Recognising that the purchase decision rests with the central heating installer, we developed a loyalty and reward programme – “Classic Lines”. To introduce and reward “installers” for fitting the new boilers. Using a range of “Italian” themed rewards from driving a Ferrari to designer clothes and holidays in Italy the campaign has featured – Direct Mail, Point of Sale, Trade Press and Radio Advertising, dedicated WEB microsite, telephone hot line. A complete integrated campaign – all managed and handled under one roof!
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