Dura Vermeer invites with a ChangeCard

For Dura Vermeer's annual business meeting, which takes place during CHIO Rotterdam, LocoMail was asked to develop an invitation that does more than just inform. In the year in which the CHIO celebrates its 75th anniversary, it was important to make that special anniversary tangible for the invitees. The chosen form, a ChangeCard with switch image effect, fits seamlessly with that premise.

On the front of the card, the recipient is taken back to the beginning of the CHIO. The first image shows a historic black-and-white photograph from 1948, the very first edition of the event. The accompanying text specifically names this moment and immediately puts the image in context. As soon as the side is pulled, the image changes to a contemporary anniversary visual in which the number 75 takes centre stage. With the text "Dura Vermeer 75 years associated with CHIO", it becomes clear how the partner relationship relates to the event's anniversary. The changeover visual thus shows in one move both the history of CHIO and Dura Vermeer's long-term involvement.

The change image effect is not a loose visual element here, but a content tool. Through this effect, the recipient discovers the full story. The past and the present coexist and only both become visible through interaction. The ChangeCard is placed in a cover with a straw structure, a deliberate choice referring to the world of equestrian sports and the green character of the CHIO.

On the inside, the card shifts from perception to content, inviting the recipient to the relationship meeting. The text emphasises the informal setting, with room for meeting, connecting and enjoying equestrian sports. The programme is clearly recorded and gives an insight into the structure of the day, with a reception in the afternoon, a welcome speech by Job Dura, CEO of Dura Vermeer, followed by drinks and a culinary buffet, after which the evening concludes at 10pm. Finally, it is clearly stated how invitees can register, practically and without distracting from the core message.

Wondering what a ChangeCard or other eye-catching direct mail can do for your brand or event? On our page with direct mail products you will discover how image, interaction and content come together in tangible mailings with impact. If you would like to spar over an idea or receive an instant proposal that suits your purpose and target audience, you can easily send a Request quote. We will gladly think with you about the right form, the right effect and a mailing that tells your story as powerfully as this ChangeCard for Dura Vermeer.