Post Office puts £10m behind brand overhaul

The Post Office is to invest up to £10m promoting its outlets as the hub of the community - an attempt to stem a predicted decline in customers.

Potentially launching as early as autumn, the campaign will form a crucial element of the Post Office's attempts to keep the public returning to its 18,000 branches following the automation of benefit payments directly into accounts.

The ad blitz, which is being developed by Publicis and Joshua, the Post Office's creative agencies, will position the network as a retailer that helps consumers fulfil important everyday tasks.

The campaign will promote services such as driving licence and passport applications as well as aggressively highlight its range of travel products.

The Post Office is also keen to highlight the role its staff play in its operations, and is looking at the possibility of featuring Post Office workers in the ads.

The campaign is a response to the government's decision to pay benefits directly to bank accounts, effectively triggering a massive reduction in the income traditionally generated by the Post Office Counters business.

Although the Post Office has launched a Card Account to accept benefit payments, the government has been heavily criticised for investing insufficient resources in marketing the product.

Last week, Royal Mail chairman Allan Leighton attacked the government over the issue, telling a hearing of the Trade and Industry Select Committee that more money should have been invested earlier to ensure the public were aware of the changes.

A separate review is also under way relating to the Post Office's venture into the telecoms sector. As Marketing revealed last month (May 22), the company's commercial marketing director, Simon Carter, has initiated an internal review to determine whether the Post Office can become a major player in the residential telephony market.

The Post Office is also looking at a wider range of products, including a broader portfolio of banking and travel services.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Virgin, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands