Royal Mail push urges Xmas posting

The Royal Mail is plunging more money than ever before into a pre-Christmas advertising blitz to persuade people to put more cards into post boxes rather than delivering them by hand.

The Royal Mail is plunging more money than ever before into a

pre-Christmas advertising blitz to persuade people to put more cards

into post boxes rather than delivering them by hand.



Half the Christmas cards sent during the festive season do not go

through the postal system - and the Royal Mail wants to tip the balance

in its favour.



As a result, it is putting a record pounds 3 million behind a TV and

poster campaign that will break next Tuesday through Bates Dorland.



The advertising comes during a period when the Royal Mail is expected to

handle about 140 million items a day - roughly double the usual

amount.



But David Wood, the Dorlands account director on the business, said:

’With half the Christmas cards in the UK still hand delivered, a shift

of only 1 or 2 per cent can make a huge difference in Royal Mail

revenues.’



The latest commercial is a development of the ’I saw this and I thought

of you’ campaign which Dorlands has been developing for the past two

years.



In the film, a man receives a pair of sunglasses - complete with festive

decorations and flashing lights - through the post. The gift seems a

curious one, until it is revealed that he needs the sunglasses to admire

the bright and spectacular display of Christmas lights adorning his

front garden.



The commercial was written by Ruth Jackson, art directed by Nick Simons

and directed by Mark Denton for Godman. Media buying is through

Carat.



Wood added: ’We’ve been experimenting with the campaign to get the right

balance between print and TV. It’s working brilliantly.’



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