Bennett Holidays wanted to sell more tours to St. Petersburg in Russia. Their offices are located mainly in small towns, and they wanted "a cost efficient, easy to handle direct mail campaign". The offer was placed inside a small envelope, wich was placed in a larger envelope, wich was placed in a larger envelope... When the receiver finally reached the offer, he would think of the magic Russian dolls, and Bennet Holidays had created a truly "Russian experience" by just using a few envelopes and a stamp. 20% of the target group who received these letters, have booked a tour to St. Petersburg.
Agency: SMFB Oslo, Norway.