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Article: Analysis: Celebrities to the rescue of ailing Post Office.
- Article from:
- Marketing Week
- Article date:
- October 4, 2007
CopyrightCOPYRIGHT 2007 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The Post Office's new celebrity-led advertising push comes as the Government-owned company prepares to close 2,500 branches to safeguard its future.
The ads, the first from new agency Mother, feature such varied celebrities as boy band Westlife and actress Joan Collins, and are designed to make the Post Office more appealing to a "prime-time" audience.
The Post Office has the largest retail network in the UK, with more than 14,000 branches - more than all of the country's banks and building societies put together. But the business is losing about #4m a week, not helped by the fact that pensions and child benefits - which previously accounted for 40% ...