After 10 years of dominating commercial audio and visual media coverage, rAVe Publications decided it was time to expand from a news outlet to a full service creative and advertising agency specializing in the A/V industry. This new vertical came to be known as THE rAVe Agency, and it announced itself to the world in the form of a direct mail campaign partnered with a subtle social media push.

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The Top 50 dealers & integrators of the A/V industry and well-known industry experts and thought leaders each received a gift box complete with 8 branded items corresponding to new services offered by THE rAVe Agency. Additionally, the box contained information explaining the new offerings and the distinction between rAVe Publications and THE rAVe Agency.

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The direct mail campaign was supplemented by a social media push on both the new vertical's channels and the original organization's channels. Some of the graphics and mock-ups for both print and digital components of the launch are available below, as well as a promotional video created to highlight the box's contents and further publicize the launch.