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Top Mailing: Zagat Now Wines as Well as Dines

The food experts dive into the vineyards with a high-end introductory premium

January 21, 2010 by Joe Boland, assistant editor, Inside Direct Mail Weekly
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In a similar fashion to the Wall Street Journal’s wine club mailer sent in the latter half of 2009 (Archive code #363-717084-0909), the Zagat Wine campaign does an extremely effective job in engaging its prospects and communicating its offer in a relevant manner. But to separate itself from the WSJ package, Zagat goes with a thicker paper stock and throughout opts to go with a higher-end appeal. From the envelope to the brochure to the inserts, Zagat does a remarkable job keeping consistent with its tone and message … and keeping everything upscale — all while remaining less cluttered.

And let’s be honest, it’s a bit more in sync with its flagship service for Zagat to jump into the wine space than it is for the Wall Street Journal. Now Zagat really is wining and dining its subscribers.
 

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