Marketreach, Royal Mail’s marketing expert, has launched a new ‘bold’ and ‘disruptive’ marketing campaign focusing on the ‘Circular Advantage of Mail’.
The multimedia initiative will run across different channels and allow Royal Mail to highlight how direct mail marketing can can contribute to a circular, regenerative economy.
Richard Armstrong, partner at MSQ/Sustain, which created the campaign, said it would challenge some of the “myths and misperceptions about the sustainability of mail”.
The work promotes a new study on the environmental impact of commercial mail and Life Cycle Assessment (LCA) — an interactive online tool — that gives marketers an in-depth focus on every aspect of commercial mail from start to finish. The tool also gives marketers a checklist to consider when planning a mail campaign.
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Armstrong said: “Creatively, we set out to develop a campaign that would not just cut-through, but would challenge some of the myths and misperceptions about the sustainability of mail, and lay the foundation for consistent messaging for many years to come.”
Throughout the planning and delivery of the campaign the Royal Mail team was considerate of the environment, for example, from shooting in a studio and using stock footage rather than outdoor location settings.
All direct mail used as part of the Royal Mail campaign was created sustainably, from using sustainably sourced paper, bio-degradable inks, while also encouraging end user behaviour change through messaging.
To empower marketers to make carbon smart choices, the LCA provides data on the carbon footprint of each stage in the supply chain of 10 of the most used commercial mail formats. The tool allows users to compare the average carbon emissions of formats across the lifecycle of mail and compares it to everyday products to provide context.
Philip Ricketts, commercial director at Marketreach said: “We want to empower mail users to make informed choices and decisions so we have developed a range of resources with the support of the print industry to help them, including a best practice guide and our new LCA tool.”
