USPS Starts Holiday Ad Campaign

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WASHINGTON -- The U.S. Postal Service began mailing its 2005 Holiday Shipping and Mailing Guide last week to all 110 million residential households in the United States.


The self-mailer, produced by Quebecor, provides information on shipping options and postal service products, services and features with an emphasis on convenience to the customer. The eight-panel, brightly colored guide builds on the theme of this year's holiday Christmas cookie stamps and features a series of decorated cookies to highlight each shipping and mailing tip.


The USPS issued its first guide last year, and independent consumer research showed that 38 percent of those surveyed remembered receiving and seeing the guide and that more than two-thirds of those consumers used the information provided.


The USPS also is advertising its products and services in 37 magazines as well as using advertorials. Also, more than 1 million online banner impressions will appear on magazine partner sites. Country Home will include a USPS gift tag insert in 1.1 million subscriber copies.


Radio ads targeting women will begin in mid-November, and television commercials will begin airing next week. Also, for the first time, the USPS will air spots on five Internet channel networks along with banner ads. USPS spokesman Rod DeVar, who discussed the mailing campaign at this week's quarterly Mailers' Technical Advisory Committee, said XM Satellite Radio is setting up five Christmas music-only channels this year and the USPS will be their official sponsor.


On Dec. 9, Fox Television will air a reality program, "Dear Santa," that follows the path of several letters to Santa. Postmaster General John E. Potter will take part in the program, DeVar said.


All of the advertising was created with Campbell-Ewald, the USPS' advertising agency.


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