We posted a direct mail that was a branded box with a foam white rose inside it. They landed on doorsteps around Valentine’s Day (14th February 2019). The direct mail was sent to previous members that hadn’t yet purchased a membership for the 2019 season. The hashtag for the forthcoming campaign was #OneRose so the idea tied in nicely. With the rose, was a card which had QR code that linked directly to the membership section of the Yorkshire Cricket website. The card also urged the recipient to share their rose on social media.