DIRECT: Royal Mail creates first all-inclusive strapline

Royal Mail is introducing a new strapline to its marketing

communications activity, positioning the brand as 'The Real


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


"You can have a great advertising campaign, but without a strapline it

does not necessarily implant the brand in the minds of customers," said


The strapline, which is being added to Royal Mail's ongoing

business-focused TV ad campaign, will be accompanied by new sponsorship

idents, which highlight the brand as being at the forefront of new


Next month, Royal Mail will launch its Christmas TV ad campaign,

featuring Sir Elton John. Created by Bates UK, it will represent a

departure for the company by targeting businesses and consumers in the

same execution. The spot will show Sir Elton using the internet to buy

Christmas presents, and will be the first time that Royal Mail has

championed home shopping.

Royal Mail spends around £40m a year on marketing activity. It is

currently reviewing its media planning and buying out of incumbent

Carat. The review is a statutory process that takes place every three



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