Talent M. Sage

Plaza in Clayton Direct Mail #1 (outside)

This is part one - the outside - of one of the most interesting direct mail pieces I've ever seen. It might be hard to tell by this electronic version, but each of the surrounding panels folds into the center to create a 7"wide by 4"tall mailer. Imagine that as you read each panel, you unfold it to reveal each new panel with a new message.

The effect was perfect for this client that sells multi-million dollar luxury condos in a well-to-do area of St. Louis.

The idea was to paint a picture of the lifestyle and benefits that go along with living in such an upper-class place...that once you move into your condo at the Plaza in Clayton, you're not just moving into a home, but you're moving into a place of refuge without the stresses that might come with owning a house. The Plaza in Clayton is truly a glamorous place to live; almost like living at a country club.

Note: Part 2 - the inside of the mailer - will appear next.