PartyCasino.com: Circus direct mail

This piece of direct mail was produced to promote an innovative new casino game called Circus. The piece is the shape of a big top, and opens out to introduce all the exciting new features the PartyGaming games studio came up with. I really like it as a piece of DM, as it makes real use of the product's selling points in both copy and design to successfully hook the reader. As a result, it generated a higher response rate than any of PartyCasino.com's other DM campaigns - and helped make Circus one of the site's most profitable games into the bargain.

The spreads linked to below show the front/back panel and the main interior panels of the mailer. Click the links below to see full-size images:

1. Front and back panels
2. Inside panels