For 55 years, Mazda Canada has brought the joy of driving to millions of Canadians who celebrate their award-winning engineering and a passion for innovation. In so many years, Mazda has earned some truly loyal and dedicated drivers. As such, Mazda wanted to recognize its best customers, called Kizuna members, for their passion for driving and their loyalty to Mazda.

The Red Cat Marketing team developed a multi-pronged approach to welcome new and existing Kizuna members. This approach involved direct mail, dealer involvement, email, and website landing pages. 

Kizuna members were provided with a luxurious and elegant gift via direct mail. This gift included a high-end 100-year anniversary Mazda photo book on the history of the company. In addition to the book, Kizuna members also received a beautiful silver and cork keychain. The keychain included cork as a salute to Mazda’s traditional Japanese heritage. In addition to the direct mail, Kizuna members also had exclusive access and perks at Mazda dealerships and access to exclusive mail content.  To get dealers excited about the program and ensure we had their support in executing, we created a dealer guide that walked them through the program and answered the most common questions they could expect.

Since the 100-year anniversary photo book was so well-received by Kizuna members, our team decided to open sales up to Mazda fans in the general public. The book sales did extremely well, quickly becoming a collector’s item, reinforcing Mazda’s rich history.