Magazine article Marketing

Royal Mail Creates First All-Inclusive Strapline

Magazine article Marketing

Royal Mail Creates First All-Inclusive Strapline

Article excerpt

Royal Mail is introducing a new strapline to its marketing communications activity, positioning the brand as 'The Real Network'.

The phrase will be used across all Royal Mail-branded advertising, direct marketing. and online activity. It aims to reinforce the idea of the Consignia-owned company as an operation with huge customer reach, but also one that has a personal feel to it. In the past, Royal Mail has not had a single strapline that spans its marketing.

The first campaign to include the strapline is a direct mailer to recruit new business customers in the run-up to Christmas. The activity, created by Royal Mail roster DM agency OgilvyOne, forms part of the company's attempt to grow its share of advertising spend at a time when the overall share of media such as TV is declining.

Overseen by Royal Mail brand chief Paul Troy, 'The Real Network' will try to create the idea of a unified operation for both businesses and consumers.

"You can have a great advertising campaign, but without a strapline it does not necessarily implant the brand in the minds of customers," said Troy. …

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