Magazine article Marketing

Royal Mail Ads to Instil 'Staff Pride'

Magazine article Marketing

Royal Mail Ads to Instil 'Staff Pride'

Article excerpt

Royal Mail is embarking on a major campaign to promote its service to customers as the market opens up to competition for the first time. It also aims to encourage employees to have pride in the company.

The campaign will introduce the tagline 'With us it's personal'. It will use the line in all marketing activity for the next three years. The ads were scheduled to launch in October 2003, but were put on hold due to strike action within the company.

The launch of the work follows Royal Mail's recent agreement to give UK Mail access to its delivery network - the first company to be given such permission. Other market entrants include Deutsche Post and TPG.

The TV activity, which comprises one 40-second execution and two 20-second spots, breaks next month.

The longer ad launches on March 1, while the 20-second executions, which promote Royal Mail's service to business customers and its Special Delivery service, will follow. …

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