Membership packs for Black Tomato private members’ club

Luxury travel company Black Tomato wanted a membership card and accompanying collateral that reflected their bespoke offering. We developed a stunning individually numbered enamel tag, presented on a beautiful presentation board, alongside a members only microsite. The results were well worth the effort.

Objective

Black Tomato asked us to develop a membership card for their exclusive members’ club, ‘The Vine’. The card would be sent to Black Tomato’s clients, directing them to a special members-only microsite. The entire communication should look and feel uniquely Black Tomato.

Solution

A beautiful enamel dog tag, for use as a key-fob or to be kept pride of place in the wallet. Each tag was individually engraved with the member’s unique membership number (4 figures only, in order to emphasise the personal nature of Black Tomato’s offering). Tags were sent out affixed to a foiled board where the messaging stressed the difference between traditional loyalty schemes and Black Tomato’s The Vine members’ club: “If we were just another travel company, this would be just another loyalty scheme…” The board directed recipients to a personalised microsite where they could log on to find out what benefits they had earned and where they were ‘on The Vine’.

Success

• The mailout achieved extraordinary success, with 46% of recipients logging onto to The Vine website with their unique membership number on receipt of the communication.
• The Vine scheme also achieved national press coverage, raising awareness both of The Vine itself and the Black Tomato brand.