Simon Nutt
Canterbury's Digest
P.O. Box 2474
Christchurch

12 October 1992

Dear Simon,
As I am sure you will have heard the advertising Mount Hutt placed in the Canterbury's Digest proved to be an overwhelming sucess. Often the only way is to measure the effectiveness of any advertising campaign is through placement of a return-coupon offer. In our recent advertising placement in the Canterbury's Digest we placed a series of coupons in the publication which were able to be redeemed on presentation at Mount Hutt Ski Area during the 1992 ski season. With a circulation of approximately 115,000 we had 11,200 coupons returned to us - this represents a return rate of very close to one and ten, a fantastic response!

For a minimal investment, such a return rate is testimony to the effectiveness of the medium that Canterbury's Digest represents. The cost effectiveness of your publiction with regard to the uptake of the various offers therein, compares favourably to the other forms of advertising and promotion in an increasinly fragmented mass media market. It is difficult to gauge the effectiveness of electronic media and this gives more credibility to the promotional vehicle which you offer.

Similarly, the demographics of the guests to the ski area redeeming the coupons is a worthwhile target market for Mount Hutt, and I would also suggest that that market is one highly sort after by many organisations comparable to your own.

Many thanks for the professional support that you and your team offered during the production of our insertions in the Canterbury's Digest, and I wish you all sucess in upcoming productions of the Digest. I trust that it will go from strength to strength.

Kind Regards