The Royal Mail is to introduce its new look and tagline: ‘With us it’s personal’ in a &£5m Christmas campaign for its ‘Who Wants To Be A Millionaire?’ promotion. The new identity, codenamed ‘moving red’, was created by Wolff Olins. The Royal Mail’s trademark red has been softened with flashes of other colours. The new slogan replaces Royal Mail’s previous tagline: ‘The real network’. The Christmas campaign was devised by Claydon Heeley Jones Mason, and will be supported with TV advertising by Abbott Mead Vickers.BBDO. Royal Mail struck a deal with Millionaire production company Celador to use the quiz show in its promotion (MW June 26). Consumers will be offered a gamecard with a top prize of &£1m with every book of 12 first-class stamps. The company ran a similar promotion last year around the Lord of the Rings film.