Transformation of bpost begins
Belgian postal operator bpost has launched its new branding upon the country’s public. Starting yesterday (September 1), bpost gave the green light to a huge media campaign, via radio, television, newspapers and Internet, to promote the company’s new name.
In the meantime, the new logo will be gradually affixed to trucks, motorcycles and post offices.
The company was formally known as La Poste-De Post.
The media campaign’s slogan is “The Post is bpost – ready for tomorrow.”
Approximately 4.5m households have already received a letter from CEO Johnny Thijs explaining the reasons for this change of name.
Through this media campaign, bpost says the rebranding reflects a process of modernisation, with the company now prepared for full liberalisation of the postal market in 2011.
Thijs said that the new identity will be introduced very gradually to reduce costs to a minimum. The new name and new logo will be affixed as much as possible on cars, motorbikes, buildings and the red box at the time of replacement or renovation. Existing stocks (letterhead, brochures, uniform, etc.) will be used until exhausted.
“Customers and employees understand that we have become a new company and a new name is logical. We will now make sure to gradually introduce the name and logo. It is a process that lasts several months and even years, but we will severely limit the additional costs,” Thijs added.
