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Brief: As well as bus and train operations, car leasing formed an important part of Arriva's business. The first brief was to produce a mailing to promote Arriva's free budget assessment service. This was offered to selected customers and prospective customers in order to demonstrate Arriva's in-depth insight into the UK company vehicle market. The second brief was to create a mailing that would promote Arriva's commercial vehicle arm with impact. In both cases, an unusual image and a relevant headline made sure that the mailing piece appealed to targets who are both busy and bombarded by competitor literature. Working with freelance art director Lorraine Payne, Steve produced several concepts. These were the chosen routes. |
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