Royal Mail launches campaign to attract online retailers
Royal Mail is launching its first TV advertising campaign aimed at parcel business customers for almost five years.
The campaign will see a 40-second ad air tonight during England’s World Cup warm-up against Denmark on ITV1 which will aim to promote Royal Mail as a parcel delivery partner of choice for online retailers.
The ad will highlight independent research for Royal Mail which found that online shoppers trust Royal Mail to deliver their orders more than any other national parcel company. In addition, 76% of people surveyed said they were more likely to use a particular online retailer again if they delivered through Royal Mail.
Parcels are an increasingly important part of Royal Mail’s business with its half year results revealing that parcels now account for 51% of group revenue.
Royal Mail will also be undertaking a direct mail campaign targeting decision makers in large businesses as well as SMEs and eBay powersellers. This will be supported by national press, digital and outdoor advertising.
Mike Newnham, Royal Mail’s chief customer officer, said: “This is Royal Mail’s first TV ad specifically targeting business customers for five years. Through the TV ad, we are promoting Royal Mail’s leading role as the parcel delivery partner for online retailers and emphasising the trust shoppers place in us to deliver the items they have ordered.”
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