Naked wins £6m Red Letter Days

“Experience” company Red Letter Days has appointed Naked Communications to handle its &£6m media planning strategy.

Red Letter Days offers a range of packaged experiences – such as spa days, Ferrari race driving, trips on the Orient Express and hot-air ballooning – as gifts. The company appointed Mother as its advertising agency without a pitch last month.

Previously, Red Letter Days has focused on direct and viral marketing but wants to build brand awareness in preparation for a float on the Alternative Investment Market. The company has appointed former Thomas Cook tour operations managing director Simon Vincent as chief executive.

The company spent &£489,000 on advertising in the year to March (MMS AC Nielsen). Its Christmas television advertising was created by Mason & Glyde, with media buying and planning by Equinox. It carried the tagline: “So you think you’ve seen every Christmas gift. You ain’t seen nothing yet”.

Red Letter Days was founded in 1989 by chairwoman Rachel Elnaugh. Customers buy its gifts by telephone, through a brochure and via the company’s website.

Naked was recently appointed by the Department of Health to handle the media planning for its &£2m sexual health campaign, after pitching for the account with advertising agency Delaney Lund Knox Warren.


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