Client Spotlight: L’Enfant Plaza’s Top Secret Direct Mailer

JBG L’Enfant Plaza Spy Museum Direct Mailer from Delucchi Plus at Streetsense on Vimeo.

The Who

JBG Companies needed a unique direct mailer to promote the new and expanded International Spy Museum at L’Enfant Plaza. The Spy Museum, which is doubling in size, is one element in a series of transformations in Southwest Ecodistrict, including The Wharf. L’Enfant Plaza needed a bold and eye-catching mailer that leveraged the excitement of the new Spy Museum and promoted L’Enfant Plaza as dynamic mixed-use destination for leasing opportunities to the local brokerage community.

The Mailer

Delucchi Plus ideated several approaches to an espionage-inspired direct mailer before approaching JBG with the concept of a top-secret dossier with redacted information only legible with a UV-flashlight. The highly-designed pamphlet, which details the amenities of L’Enfant Plaza and the evolution of the Southwest Ecodistrct, was delivered in a non-descript brown box with a seemingly hand-written address label and ‘Confidential’ stamp. A recognizable Spy theme song automatically plays when the box is opened and the recipient is instructed to decode the top-secret message using the UV flashlight.

We are extremely proud of our collaboration with JBG Companies on this one-of-a-kind mailer- check out the video below for a confidential look at how the mailer works and how our team members reacted when we shared the final product with them.