Marketing agency Tequila\London and digital print firm London Digital Printing Group (LDPG) linked up to produce mailings incorporating an image of a stick of rock.

The rock had the recipient's name printed through the centre and the drive went to a selection of Gala's existing member database. It encouraged them to visit a Gala club within a given period to claim a free Pontins weekend.

A total of 130,000 mailings were produced using LDPG's HP Indigo 3050 and Direct Smile image personalisation software.

The digitally produced mailer follows Gala's "Gazzette" direct mail drive last month. Tequila\London linked up with Edward Thompson Group to print 400,000 A3 mailshots (PrintWeek, 5 May).

"Direct Smile makes for a far greater impact on the recipient," said Tequila\ London commercial director Melissa Smith. "We linked up with LDPG because of their ability to produce large volumes of digital print. We see LDPG like a strategic partner."

Smith added: "It worked within Gala's budget, due to it being a self-mailer, which used the digital presses in the most economical way for direct mail."

"This campaign is another example of how marketers are starting to become more aware that digital is not just about short-run," added LDPG director Nick Green. "Gala is another firm taking advantage of Direct Smile."

LDPG fitted a second HP Indigo digital press last year as part of a 500,000 investment that included HP Production workflow, a
laminator, booklet maker and optical reading technology (PrintWeek, 29 January, 2004).

Story by Philip Chadwick