Challenge Create a direct mail campaign that captures the attention of U.S. grain producers and compels them to go to their custom web page in response to the offer.

Solution Designed a series of three, die-cut, fold-out direct mailers. Each featured an international scenario with a pointed question about the impact of the foreign market on a U.S. grain producer. A custom web page was created for each recipient with a chance to win a free 10-day trip to South America. Reps followed up with those who responded.