This case shows a long term targeted and integrated campaign incorporating direct mail supported by specialist press and door drops promoting Lancashire as a short break destination. The Lancashire short-breaks campaign exceeded expectations in terms of response, cost effectiveness and ROI. Overall performance of direct marketing activity exceeded the anticipated response levels with the database more than doubling to almost 45,000 in just four years. By Autumn 2004 short-break visits had increased to an average stay of 4.01 nights with total revenue of £8.267 million and an average annual ROI of 39:1.