Red Letter Days takes fresh look at its media strategy

Red Letter Days, the experience company, is reviewing its media strategy.

Red%20Letter%20DaysRed Letter Days, the experience company, is reviewing its media strategy.

The company, which specialises in activities such as hot-air ballooning, ran a poster campaign on the London Underground for six weeks over the Christmas period. It was a rare move into above-the-line work for the company.

It worked with London-based My Agency and Rathbone Media on a project basis to develop the campaign.

In the past, the company has concentrated on partnership marketing and online. The web-based brand works with Affilnet for affiliate marketing and Latitude on search marketing.

In 2007, the brand worked with 20th Century Fox to offer a themed Die Hard Experience to coincide with the launch of Die Hard 4.0 on DVD. It claims it was the first venture of its kind.

Red Letter Days head of PR and marketing Patrick McAleenan, says: “We have a lot of ideas about what we want to do, but first we are looking at what we have done in the past. We are reviewing last year so we can evaluate and improve on it.”

Red Letter Days was set up in 1989 by Rachel Elnaugh. It was forced into administration in August 2005, but was bought by the entrepreneurs, and Elnaugh’s former colleagues on TV show Dragons’ Den, Peter Jones and Theo Paphitis.

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