Relax

Black Sheep’s ‘Relax’ campaign for S&G achieved an 18% response rate, leading to a £1.6 million or 13% increase in the groups bottom line.

Strategic and creative thought, good organisation, closely targeted direct mail and advertising campaigns went into the Relax campaign for S&G Print Group, Wales’ largest independent printing group.


By creating a brand in a generally generic price driven market we have helped S&G build a brand that customers initially buy into and stay involved with and loyal to over time. The intent of the campaign was to emphasise that print buyers could rely on S&G to deliver a stress free print job, on time and on budget. With the stress taken out of the system by S&G, the print buyers would be reassured and have no need to worry. They could relax.


The Relax message was carried through with a quarterly mail out of luxurious relaxation items such as a pair of slippers and an aromatherapy kit, all designed to make the recipient forget about the toils of print buying. Advertisments were also taken out in key trade publications to coincide with the despatch of the items to the desks of the targeted print buyers.



The ‘Relax’ campaign achieved an 18% response rate, leading to a £1.6 million or 13% increase in the group’s bottom line… results that speak for themselves. To find out how Black Sheep can help build your brand, call us today on 029 2049 0722.
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Black Sheep is a full-service creative agency, smack dab in the bleating heart of Cardiff Bay – nothing woolly about that!
Providing strategic and creative thinking: Advertising Campaigns, Branding & Logo Design, Direct-Marketing, Brochures & Graphic Design through to Print Buying to clients in Cardiff, South Wales.

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