Bates UK targets business for Royal Mail

The Royal Mail is launching a TV campaign to promote its special delivery service in the latest extension of an ad strategy increasingly weighted toward business customers.

The TV burst, breaking this week through Bates UK, is intended to get business people to specify Royal Mail Special Delivery over competing courier services.

The campaign is in line with the shift in the Royal Mail's attention to the business sector, while limiting consumer advertising to promotions.

The "guaranteed next-day delivery

promise of the film is symbolised by a silver sphere rushing through the air to represent a Special Delivery parcel in relentless pursuit of a deadline.

The Royal Mail's long-standing credentials in such services is reflected in the endline: "The real network."

Directed by Howard Greenhalgh through Godman, the commercial was shot mainly from helicopters and features the sphere hurtling above some of the UK's landmarks including the Angel of the North in Gateshead and the Clywedog dam in Wales.

The commercial, which will run nationally until early next month, was written by Neil Pavitt and art directed by Andy Rott. Media buying is by Carat.

Deborah King, the Bates group account director on the business, said: "Royal Mail Special Delivery is a phenomenal business tool but not enough people know about it."

She added: "Advertising the service on TV is the most potent way of getting the message across quickly and to get business people to reappraise the Royal Mail. With so much negative press coverage this hasn't been easy."