Royal Mail promotes media portfolio through new campaign

Royal Mail is highlighting its expertise and comprehensive suite of products which can assist and add value to marketing propositions through a new direct mail campaign.

The activity is designed to heighten awareness of Royal Mail’s wide range of DM campaign solutions including off-the-shelf creative products and industry-leading audience targeting solutions to an audience of 14,000 marketing campaign implementers and media agency staff.

The mail pack, which will also have a dual function as a ‘leave behind’ for Royal Mail’s sales team, is designed as a ‘DM seedbox’. The variety of products and services are covered in a set of ‘seed booklets’ to ‘help you grow your own direct mail’, aligned around the central proposition that Royal Mail’s media portfolio provides the media and advertising industry with ‘a DM resource like no other’.

Over the past twelve months alone, Royal Mail has constantly worked to innovate the direct mail medium and make it work more effectively for brands. New service introductions have included Personalised Integrated Media, developed with Sony DADC, which fuses digital with direct to create a truly individualised branded CD mailing, and Sensory Mail, created in conjunction with BRANDSense, to create standout mailing campaigns which engage all five of the senses, with further innovations coming soon.

The direct mail activity, which has been created by Meteorite, is being supported by adverts in marketing publications.

Antony Miller, Head of Media Development at Royal Mail, said: “As the media owner, Royal Mail is the expert in getting the most out of direct mail campaigns, and we have developed a comprehensive range of solutions to make the lives of those in the media industry much easier – some of which are free.

“We can essentially provide a one-stop shop for advice, consultancy and insight into getting the most out of direct mail. This pack provides us with a great opportunity to build knowledge of our products and services with the very people they have been developed to assist; hands-on brand managers and account directors who are carrying out direct marketing activity on a daily basis.”

Dan Douglass, Executive Creative Director at Meteorite, added: “Royal Mail has such a wide range of services available which can help companies to grow their business that the DM seedbox seemed the perfect metaphor. The pack also works as a useful reminder with real keepability for those in the industry to have on hand to assist with direct mail planning.”