Again, I applaud their efforts, but not sure if “going negative” about email is going to do the trick or get me to buy stamps for fear of my online security, or speak to the masses that have grown up (and are growing up) with email already embedded into their lives. Im not sure there is really a way around the fact that email is part of our daily routines and a bigger sharing process. The prevalent term “snail mail” doesnt help their cause either. The only letter/card sender left in my family is my Grandmother, who not only emails but is a Granny-Spammer! I cant get off her forward list of jokes and send this to 10 people emails! I do admit though, a few times a year I get a card or she sends me something she saw in the paper and it feels good, and on some level it makes me feel loved. That is probably the approach I would have taken with the campaign. USPS – email me… we’ll talk!
On the verge of reporting historic losses, the U.S. Postal Service is launching a new TV advertising campaign designed to slow the migration away from snail mail.
Americans watching college football games and news broadcasts in the next week may notice new ads from the agency — long known for its campy messages promoting Priority Mail shipping services. Now, the “If it fits, it ships” campaign will share airtime with two 30-second spots designed to remind customers that paper mail, unlike e-mail, can’t be hacked, and that letter carriers are still providing reliable and safe deliveries to doorsteps.
“A refrigerator has never been hacked,” an announcer says in the first message as an actress pins a paper bill to her fridge.
In the other ad, a smiling letter carrier is seen walking her route while an announcer reminds viewers that hand-delivered messages ensure that “important letters and information don’t get lost in thin air, or disappear with a click.”
“We’re not trying to be Luddites here. We’re not trying to say technology is bad. But the predictions of how fast customers would leave us were overstated,” said Joyce Carrier, manager of advertising and media planning for the Postal Service. “The switch has been much slower than originally anticipated.”
But are the new ads too little too late?
Continues at: With historic losses looming, Postal Service launches new ad campaign – The Washington Post.
