Setting the Scene: Welcome to the New World of Brand Introductions
Let’s be honest — the invite game has leveled all the way up. What used to be a simple paper mailer is now a full-on production, equal parts art, strategy, and sensory experience.
As a marketing pro who’s had the pleasure of being on the receiving end of some truly inventive event and influencer mailers, I’ve come to appreciate how these “invites” are redefining the way brands make their introductions.
Especially in the world of influencer partnerships and brand collaborations, where the first touchpoint isn’t just an invitation — it’s your opening story. For marketers in travel, tourism, and lifestyle, creating buzz often starts before an RSVP. The goal? Make partners and tastemakers feel something the moment your brand hits their hands.
Today’s Invite Is Tomorrow’s Brand Experience
In these industries, first impressions aren’t just first — they’re everything. The most successful brands understand this. They don’t just send an invite; they create an atmosphere. They build intrigue. They gift storytelling. And they do it before you’ve even RSVP’d.
Take Popeyes and Don Julio’s chicken wing collab: their influencer box came with three drawers — one with food, one with apparel, and one with tequila. Or Patrón’s clever box featuring their iconic silver bottle paired with bonbon candies — a smart nod to their purity pledge. While others rely on hidden additives like sugar or oak extract, Patrón embraces the natural sweetness of fully ripened agave. No extra sugar in the tequila — just in the candy where it belongs.
It’s Details That Do the Talking
Let’s talk packaging — because it’s where the magic happens. Claudie, a Miami restaurant, sent out a citrus-hued box that was as layered as their menu. Inside: a citrus candle, branded matches, lavender sprigs tied with a QR code, and even a “Carpe Diem” quote book. The invite itself? A filigree-style card with raised ink and a Parisian couple toasting on the front —charming, intentional, and setting the tone for the experience.
Or how about Sparrow Italia, another restaurant who leaned into their Italian roots and mailed an actual certificate of land ownership in Tuscany (yes, GPS coordinates included). Their invitation came nestled beside Laudemio olive oil and a soft-touch card with elegant RSVP details. It wasn’t just a dinner reservation— it was a narrative.
You Don’t Have to Go Big, You Just Have to Be Clever
Not every invite needs to come with deeds or designer olive oil. Oro used two gold-stacked boxes with black ribbon — inside, a candle, incense, and elegant confetti. Casa Madera took a different route: a sleek, smaller box with an etched acrylic invitation.
It’s not just about how much you spend — it’s about spending with purpose. When you know your audience, even modest mailers can feel high-touch. And when the experience aligns with your brand story, the ROI goes far beyond the unboxing.
And just when I thought I’d seen it all… The most recent invite to land in my hands came from Buenos Aires hotspot Nino Gordo — a Southeast Asian restaurant recognized by Michelin and named to the World’s 50 Best Discovery list. The invitation arrived rolled into a scroll and tucked inside a plush velvet pouch, featuring a delightfully quirky stork wearing glasses and carrying a chunky baby. It was unexpected, a little odd (in the best way), and totally on-brand. Proof that even the smallest details — like illustrated characters and textures — can make a lasting impression when they’re rooted in a restaurant’s distinct personality.
What This Means for Marketers
Whether you’re opening a hotel, launching a restaurant, or teasing a new campaign, the “invite” is your first handshake. It’s the first chapter in your brand story. And in a saturated market where everyone is trying to be seen, you stand out by showing you’ve thought about the experience from the first touchpoint.
Tying It Back to the Work: Making Magic Happen Under Pressure
When we partnered with Hyatt to bring their Impression Moxché by Secrets brand to life at SOBEWFF, we had just days to deliver a wow-worthy experience. We created customized stay certificates for demo chefs, with elegant, layered cards, raised-print logos to mimic letterpress, and thoughtful messaging — all while being mindful of time and budget. It wasn’t just an invite — it was a story told in textures and tone.
The takeaway: make people feel something — even before they’ve arrived.
Final Thought: The Invite is the New Pitch Deck
If you’re a brand, this is your nudge: don’t treat your next launch, pop-up, or partnership as just another calendar event. Make it an introduction that resonates, an impression that sticks, and an experience people want to share. That’s how you build connection — and conversion.
At rbb, we live for that intersection of creativity, strategy, and “they just get me” moments. If your brand’s first impression could use a little more wow, consider this your invitation to connect.