Post Office pushes community credentials

The Post Office is to celebrate its place in communities with a campaign that pushes the “stature, strength and expertise” of its staff and products.

The campaign will highlight the Post Office’s full product offering and feature “real people doing real things” such as taking out travel insurance as part of their holiday planning.

Gary Hockey-Morley, marketing director of the Post Office, says the campaign aims to communicate to consumers that the Post Office “understands their life”.

The launch of the campaign comes a month after the coalition Government announced the Post Office would stay in public hands despite plans to part-privatise Royal Mail.

The Government has also said it would explore allowing Post Offices to offer a wider range of financial services than currently permitted.

Hockey-Morley says the campaign does not reflect the proposed changes. It will move from highlighting travel services to life and savings products later this year in a bid to raise awareness of its financial services products.

Doug Strachan, marketing director of Post Office financial and travel services, says the campaign also “demonstrates confidence in a terrific brand in financial services”.

The campaign includes television, direct response and in-branch advertising. Mother created the television ad, while DraftFCB handled the below-the-line campaign. OMD handled media planning and buying.

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