Post Office trumpets ‘more modern and relevant’ brand in Christmas ad

The Post Office is to launch its first Christmas TV campaign in 5 years to trumpet what its CMO describes as the “more modern, more relevant” Post Office.

The FCB Inferno created ad features comedian Robert Webb playing the “Minister for Christmas” with the job of making “this Christmas the best ever”.

Webb is seen telling celebrities including Pixie Lott, Amanda Holden and Downton Abbey star Jim Carter about some of The Post Office’s key service enhancements including longer opening hours, Sunday opening and next day delivery.

The ad caps a busy year for the Post Office, expanding its financial services arm, modernising more than 3,000 branches and introducing a host of digital initiatives in some outlets including digital screens and ipads.

Pete Markey, who was brought on board in March this year as it first CMO, told Marketing Week the ad is an attempt to create something “intrinsically Post Office” by demonstrating a “more confident, fresher, more disruptive” brand at the same time as portraying a “feel good Christmas”.

“We earn a third of our [mails and parcels] revenue at this time of the year so it a natural time to launch an ad that forces a re evaluation. For most, Christmas is a once a year moment in terms of engagement so it’s really important to get it right.”

The ad breaks 16 November during The X-Factor on ITV1. It will be backed by digital outdoor, social and press activity.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here