Royal Mail delivers extensive web campaign for core offers

The Royal Mail has launched its most extensive and developed online campaign to date, in an attempt to inform its customers about the core services that it offers through the Internet.

The campaign centres around the Royal Mail Special Delivery service and allows the service to be booked online for the first time. However, the campaign is part of a wider strategy for the company.

A spokesman for Royal Mail said that the campaign signalled how important the Internet is to the company’s future strategy.

“The Internet is one of our biggest hopes for the future,” he said. “This campaign represents our most advanced use of the medium and in terms of coverage it is our most extensive campaign to date.”

He added that the promotion was part of an attempt by Royal Mail to “improve the functionality of the offering online and to allow access to more of the Royal Mail’s services through the Internet”.

The campaign, created online by Start Design and which runs for six weeks, uses rich media banners, ad-tab screen take-overs that extend from the side of the page to provide detailed information, and HTML emails. Ads will be placed across business and information sites including ft.com and zdnet.co.uk as well as portals such as weather.co.uk and UKPlus.

The agency has also designed a new site for Special Delivery services that features information, an online ordering service, an interactive cost comparison tool and a Special Delivery pinball game with a prize draw.

The campaign forms part of a wider push by Royal Mail which has already seen TV and direct mail advertising campaigns launch this week, with a print campaign due to launch later this month.

royalmail.com/specialdelivery