Royal Mail advertising campaign to promote direct mail

The Royal Mail has embarked on a nationwide fully integrated
campaign aiming to emphasise the importance of integrated marketing
for successful e-commerce. The press-only campaign is to feature in
all national broadsheets as well as financial and marketing titles,
such as Marketing Week and The Economist, with adverts driving
traffic to the Royal Mail website. Targeting the key advertisers and e-marketing decision-makers in all
UK businesses, particularly dot-coms, Royal Mail is sending the
message that businesses cannot afford to ignore direct mail as it is
the most effective method of driving traffic to a website. Derek Fairhurst, distance selling director for Royal Mail media
markets, said: “These days it’s not enough for companies to target
consumers through a single channel.”
Copyright 2001 Media Week. Source : World Reporter (Trade Mark)MEDIA WEEK, 29th June 2001