DMA environment campaign boosted by Haymarket
LONDON – Haymarket Business Publications, publisher of Campaign and Marketing magazines, has thrown its weight behind the DMA's environmental drive to help increase awareness of the activity.
The DMA is working with global environment group Planet Ark to publicise the efforts of the industry to ensure that direct marketing materials are recycled.
The campaign features former tennis ace Pat Cash, co founder of the organisation, who is dressed as a postman in the print ads. The headline reads: "Getting too much junk mail?" At the bottom of the ad the endline reads: "Don't throw it all away".
Haymarket has pledged to run the ads, created by integrated agency Archibald Ingall Stretton, across a number of key titles including Marketing Direct, Direct Response and Print Week to help maintain the campaign's profile within the marketing industry.
Chris Pitchford, associate publisher at Haymarket, said: "The exposure for the DMA and the industry has been excellent and we hope that by joining forces with the DMA we can help to build on the success already achieved."
The launch campaign also featured pint-sized Aussie pop singer Danni Minogue and encourages consumers to sign up to the Mailing Preference Service (MPS), which allows them to choose whether or not they receive direct mail and from which sectors.
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