Eager to launch a new website, Aprilaire asked Kramer to create an unconventional B2B mail piece that would drive current members to update info online. Aprilaire provides whole-home, air solutions including dehumidification, humidification and air purification. So it was only natural to take the launch concept airborne. Kramer sent a custom envelope with the headline “Hold on and eat a light lunch, we’re going places” and included three customized Airplanes with dealer name decals printed on each plane. A dealer bio was also supplied with all current dealer information, populated with a perforated BRC as an option for dealers to make changes to the listing. The campaign included coinciding e-blasts with online options to make bio updates and links to features on the new site post launch.