Good Things Come in Small Packages

The Special Olympics competition is free to the public, but the included “VIP” tickets not only wow recipients of the mailing, they serve -- as the letter attests -- “as a handy reminder.” In the event that recipients of this mailing hold on to their two VIP tickets and toss the rest of the mailing, Special Olympics has included the crux of this mailing’s message on the tickets: the name of the event; the organization’s name; the date and location of the event; a phone number for contact; the organization’s Web site; and the Special Olympics oath on the back of the tickets. Also on the tickets is a background image of a competing athlete, “VIP Ticket” copy, and the call to action, “Come Cheer for our Athletes!”