Valpak is looking for at least 10% growth this year following a 2002 rebranding campaign aimed at attracting national advertisers.
The coupon co-op mailer also believes it might pull in 5% more revenue on top of that because the Federal Communications Commission’s do-not-call list probably will lead marketers to seek other media, says Rosemary Perras, director of business development at Cox Target Media Inc., Valpak’s parent. The Largo, FL-based company sends out about 43 million envelopes per month, she adds.
This summer, Valpak picked up such national advertisers as the Turner Networks for automobile racing organization NASCAR as well as the DreamWorks and Paramount movie studios. Others are Northwest Airlines and Ruby Tuesday’s restaurants.
In its July mailing, Valpak included an insert for NASCAR that advertised a contest to win a free race weekend and a chance to meet and greet famed race car driver Richard Petty.
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