Magazine article Marketing

PO Soft Sell Ad Guns for Rivals

Magazine article Marketing

PO Soft Sell Ad Guns for Rivals

Article excerpt

Post Office Counters, the retail division of the Post Office, this week breaks with its four-year-old "Les Dawson" campaign in favour of a more competitive but gentle approach.

Three new animated films, created by GGT, promote vital areas of business where the Post Office is facing increasingly stiff competition.

The |pounds~2m campaign breaks on Boxing day with an execution positioning Girobank against its high street competitors.

It builds through the year with soft-sell ads promoting parcel delivery against courier services and pushing post in preference to telephone communication.

"The objective of the campaign is to focus on competitive advantages and reaffirm the Post Office's position in the community," explains Nancy Groff Witton, national communications manager of POC.

"The whole thing has been kept deliberately low key -- a hard sell would be inappropriate."

She says integrity and accessibility are the key words for the push, which is designed to position the Post Office as a focus of the community with the tag line "part of everyday life" while giving its services a competitive edge. …

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