Royal Mail plans ‘Pen to Paper’ push

Royal Mail is considering rolling out a new marketing campaign encouraging people to write more letters, under the banner “Pen to Paper”.

The company features a similar section on its website, royalmail.com, which has been designed to combat the increasing use of e-mail.

Royal Mail is aware that the more people use e-mail, instant messaging, and mobile phone text messaging, the less likely they are to write a letter.

The company is understood to be considering launching a campaign to back the online idea in the New Year.

Content for the online version of “Pen to Paper” has been created by digital consultancy Rufus Leonard, whose clients include Shell, NTL, Lloyds/TSB and Mercedes-Benz. “Pen to Paper” includes advice on how to write different types of letters and also features a gift service and a graphology section, including a quiz. No one at Royal Mail was available to comment.

The site says: “As other forms of communication become more commonplace, letters become more special.”

Royal Mail recently appointed Littlewoods’ brand and strategy director Gillian Wilmot as managing director for business and consumer markets (MW 30 November) following the announcement that Jim Cotton-Betteridge is to retire.

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