Craik Jones launches ads for parcel service

Craik Jones Watson Mitchell Voelkel has appropriated a series of American cultural icons to launch Good Morning America, a service from Parcelforce, with a direct mail campaign.

Craik Jones Watson Mitchell Voelkel has appropriated a series of

American cultural icons to launch Good Morning America, a service from

Parcelforce, with a direct mail campaign.



The service, which can be used by businesses in the South-east, will

deliver a package anywhere in the US before 9.00am if it is sent before

4.00pm the previous day.



Craik Jones has designed a mailer, which will be sent to both

Parcelforce’s existing customers and those of larger, more established

international couriers such as DHL and TNT. The mailer adopts an ’over

the top’ theme, then apologises for this to its English audience.



The Statue of Liberty stares out from the red envelope that declares:

’Urgent deliveries stateside? Here’s why you should talk to us,

buddy ...’ Inside, images of Superman, King Kong and a Roy Lichtenstein

cartoon blonde accompany further assertions. The copy concludes: ’In

deference to our cousins across the pond, British reserve, modesty and

understatement went out of the window. (Sorry.)’



Parcelforce has launched several services over the past year through

Craik Jones, including ’By 9am’, a Good Morning America service for

deliveries within the UK, and ’Tracing and Tracking’, a service whereby

a parcel can be identified at any stage within its journey, either by

Parcelforce or by the customer on the Internet.



The latest campaign was written by Simon Kershaw and art directed by

Phil Keevill. Kershaw said: ’Distance is no longer the issue when it

comes to international delivery. People know they can get a package

safely to the US - now they want to know if they can get it there by the

close of business tomorrow or by the beginning of the day after.’



He added: ’When we launched ’By 9am’ last year, we were following many

other companies that already provided the service. This time around,

Parcelforce is the market leader.’



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