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National
Thoroughbred Racing Association
The
Oscar of direct marketing, a much sought-after industry honor, the
ECHO is the only comprehensive international direct marketing award
recognizing excellence in strategy, creativity, and results.
Entries
are categorized into eleven primary business segments, then further
divided into ten advertising media categories. After three rounds
of qualifying judging by direct marketing experts, the winners are
picked and verified by the ECHO committee, a group of senior members
of the direct marketing community. Campaigns are evaluated for their
response results, marketing strategy, and creative components.
We
won this award for an Email Campaign we developed for the NTRA called
"$1,000,000 Breeders' Cup Challenge." The contest worked
like this- If you pick the winners of all 8 Breeders' Cup races,
you'll win $1,000,000. Contestants registered online and completed
a quick 5 question survey. Once a week for seven consecutive weeks,
contestants received an email that counted down to Breeders Cup
race day. The 5 profile questions identified the subscribers horseracing
knowledge which we used to customize the weekly email content. |
