Royal Mail: Gold Medal Stamps

This case study demonstrates how Royal Mail, the UK postal service, made its stamps commemorating the London 2012 Olympic and Paralympic Games stand out from a crowded memorabilia marketplace.

Royal Mail: Gold Medal Stamps

Agency: True NorthClient: Royal MailBrand: Gold Medal StampsCategory: Print

Executive summary

The UK postage stamp was once an iconic and culturally salient item for letter-writers and collectors alike. In recent years, however, digital communications have caused a decline in the use of stamps for mail, whilst the numbers of people regularly collecting stamps has also declined.

Royal Mail Stamps and Collectibles regularly issue special commemorative stamps. With the London 2012 Olympic and Paralympic Games approaching, Royal Mail saw an opportunity to reignite public interest in stamps by making...

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