Royal Mail hits TV screens with new campaign (UK)
Royal Mail is to change the focus of its marketing and communications from the consumer sector toward businesses, partly to remind big companies that it still exists, but, more significantly, to position the brand as the postal operator of choice for small and medium-sized firms.
This repositioning will begin this month with a ‘Partners for Growth’ campaign targeting the UK’s 4.3m SMEs. An above-the-line push, by ad agency Abbott Mead Vickers BBDO, will comprise TV, press, direct and digital activity.
The drive will direct prospective customers to a 15-step online questionnaire that asks respondents about their business needs. Within two hours, those who have completed the survey will receive a personalised ‘growth pack’ containing information about how Royal Mail can help them. The idea is to publicise some of the brand’s lesser-known business services, including data provision and media consultancy.
