Royal Mail - It doesn't Have to be Written to be Read

Royal Mail briefed Bates Dorland to create new advertising to stimulate usage by promoting the benefits of mail: positioning the letter as the ideal medium for maintaining relationships with family and friends.
Agency:Author: Sally Fisher

Royal Mail - It Does Not Have to be Written to be Read

INTRODUCTION

Royal Mail has been delivering mail for over three centuries, but the last two decades in particular have seen significant changes in the market in which Royal Mail operates. Cheaper phone calls, plus growing penetration of mobile phones, fax and e-mail mean people communicate more – but the growth has essentially been in transmitted, rather than physical communication. The more these instant forms of communication have become the norm, the more Royal Mail's share has needed protection.

This paper illustrates how...

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