This successful direct mail campaign achieved a 43% conversion rate and uplift in income of £17,854.50 for an expenditure of £2,850. Retention of young males during the GAA Football Championships was crucial to the Irish News.? Direct mail was not a medium tried by this client, but was key to targeting and securing the readers before the competition. Readers were required to purchase the paper every Wednesday and Friday (non traditional sports days) for a period of 16 weeks for updates. This campaign achieved uplift in circulation by an average of 1.5%, over the two days for 16 weeks, and encouraged a repeat purchase habit. Direct mail attributed to 20,673 additional newspaper sales, retention of the key audience, reduced switching and sustained the circulation levels.