The Royal Mail is to tie-up with the film The Lord of the Rings: The Two Towers for a &£1m Christmas promotion. This is the first time the postal service has joined forces with a Hollywood movie.
As part of the “Find the One Ring” promotion, selected images from the forthcoming film will be unveiled for the first time and will feature on 14 million game cards, wrapped with books of 12 first class stamps. The promotion runs from November 5 to December 21 to coincide with the global film release by Entertainment Film Distributors and New Line Cinema on December 18.
Royal Mail brand and communications director Paul Troy says: “This high-profile, multi-million pound through-the-line campaign is a continuation of Royal Mail’s new approach to marketing, which started with its tie-up with Sir Elton John and the &£1m stamp promotion last Christmas.”
Troy adds that the deal marks the start of Royal Mail linking up with large third-party partners.
Claydon Heeley Jones Mason, which created the last Royal Mail Christmas promotion, is the lead agency for the campaign. It will be supported by a mixture of aboveand below-the-line marketing activity.
Royal Mail has recently concluded a review of its sales promotion roster and will also conduct a statutory review of its advertising account held by Bates.