Wellywood outfits revel in international DM accolade

Loyalty New Zealand and Datam have flown the creative Wellington flag overseas, winning the hotly contested direct mail (DM) category in the Asia Pacific and Japan HP Digital Print Awards for the Fly Buys Points Summary mailing.

“Points Summary goes to 60 percent of New Zealand households four times a year,” says Loyalty New Zealand chief executive Lance Walker. “It’s been recognised as an engaging, modern and cohesive piece of DM. This year we have moved to full colour and more personalisation for Fly Buys Members, simultaneously reducing our carbon footprint because of reduced envelope size and less paper.”

There were more than 300 entries across 24 different categories and the judges, who included Alex Lim, creative Director at Publicis Singapore and Jon McKenzie, digital creative director at Leo Burnett, said “the new look loyalty statement showed that with great design thinking and an underpinning data strategy, this communication represented best in class. It was the stand-out entry in what is a hotly contested category”.

The awards were founded by Hewlett Packard Indigo in 2008 to recognise outstanding achievements and innovations in the print and packaging industries across Asia, including Australia and New Zealand.

Leaders from the graphics arts, packaging and media industry from around the world judged the entries based on the degree of innovation and creativity, marketing appeal, best use of digital technology, paper selection, best use of ink and colour, finishing and packaging and overall aesthetics.

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