Is UK Royal Mail's PIP campaign too little, 'far too late'?
Royal Mail’s major offensive to build awareness of pricing in proportion – including what is claimed to be the biggest door-drop push in UK history – is coming under fire for both its scale and timing
When Royal Mail revealed it was planning a campaign to support the introduction of pricing in proportion (PIP), it not only boasted that the push would reach every adult in the UK, but that it would be one of the biggest campaigns in the organisation’s 350-year history (PM November 11).
In theory, it would ensure that, as the pricing of mail changes on August 21 to include the size as well as weight, this is common knowledge for consumers and businesses alike. But, despite the campaign lasting over a month and consisting of many different elements, there are concerns that it will not be enough to make the change go through smoothly.
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