Royal Mail fights to keep public onside
Royal Mail tonight launches its first advertising campaign in 18 months in a bid to boost its brand credentials before the market is opened up to competition next year. The company, which handles 83 million items a day for 27 million UK addresses, hopes the campaign will boost its brand credentials and link Royal Mail to the “magic of mail” as the company’s monopoly on home delivery is broken in January. “Royal Mail has been preparing itself for the introduction of full competition for some time. Naturally we want to cement our position as market leader by having advertising that communicates the impressive service we offer the UK each and every day,” said Tom Hings, the head of brand and advertising at Royal Mail.
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