Christmas 2021 was a busy time – especially for the Post Office!
Two weeks before Christmas, with many customers leaving it last minute to post their parcels Red Brick Road was tasked with creating a PR campaign that got Brits posting. We wanted to communicate to customers that they needed to get posting to ensure hardworking Postmasters were not overwhelmed by an influx of last-minute deliveries.
Our approach was to create urgency of posting and so we worked with the Post Office to calculate Monday 20th December as the Post Office’s ‘peak posting day’. This was chosen because it heralded the start of the final five working days before Christmas and 2019 data suggested that in the two weeks before Christmas, trading activity doubled.
Our press release combined this announcement with five top tips to customers and communities from Laura Joseph, Post Office Customer Experience Director to ensure trips to the Post Office ran as smoothly as possible.
The campaign was a huge success and secured 213 pieces of coverage – across radio, TV and online – with an estimated reach of 121.6 million.
This included coverage in the Daily Express, iNews and the Independent – plus several profiling pieces for Laura Joseph which featured a Q+A in the Sun, a television interview with Sky News and five radio interviews with the BBC.
