The Solution
The campaign began with a bold, highly targeted dimensional mailer—a laser-engraved VIP pass featuring a QR code and direct phone line to connect recipients with our team. These weren’t just mailed out—they were hand-delivered, adding a layer of white glove service that reflected the exclusivity of the offer. In the world of sports and entertainment, VIP passes mean premium access—and that’s exactly what we were inviting them into.
From there, we built a full campaign across print, web, social, and out-of-home, using visuals that played on the theme of “in the spotlight.” While entertainers and athletes are used to the limelight, we shifted the focus to the advisors behind the scenes—positioning them as the stars in their own right. We used bold typography and provocative imagery to highlight these individuals and give the campaign a confident, elevated tone that really stood out.
The writing and design came together to deliver a polished, relevant, and high-impact campaign. And it worked: we saw more than double the growth in this segment, proving just how powerful the right message can be when paired with the right audience.
