Incentive Programs:
Blue Cross Brochure

Problem:  Many companies reward their top sales people with annual trips to exotic destinations.  Few have the imagination and courage to do this in a way that is more than a little tongue-in-cheek.  But Blue Cross wanted to get their people geared up to go, which meant publishing and meeting pre-set dollar targets.  Their budget was small.  But their targets were met!

Solution:  A full-colour, glossy stock, wrap-around brochure containing 12 postcards.   These were sent out, internally, on a monthly basis, to act as a constant reminder to staff, both about the good times coming, and that getting there could, indeed, be half the fun!  The cards showed images taken from everyday office life juxtaposed with idyllic beach scenes.  Light-hearted copy teased and titillated, describing the magical days and nights ahead. The result, a dynamic campaign that gave staff an incentive to go all-out.

Concept:  Jennifer Brown & Richard Leach

Persuasive Copy:  The Right Words – Jennifer Brown

Design, Art Direction & Production:   Creative Edge Design – Richard Leach