WASHINGTON, March 28 /PRNewswire/ -- The Postal Service has been awarded
the advertising industry's highest honor for research that results in high-
impact marketing, a postal official said. The 2006 Grand Ogilvy Award was
accepted by Postal Service representatives for the organization's "Access"
campaign, which increased awareness of USPS package shipping products and
services.
"We knew our small business customers would take advantage of the
convenience of our services through usps.com, but the challenge was building
awareness," said Chief Marketing Officer Anita Bizzotto. "We successfully did
that."
The effort included television, print, radio and Web advertising, as well
as employee awareness efforts. Perhaps most memorable was "Angie," the woman
in the TV commercial who bails out her co-workers as they pile on packages for
her to mail. The Access campaign features the Postal Service's Carrier Pickup
Online Notification and other offerings available at usps.com.
The research, developed in cooperation with the Postal Service's
advertising agency Campbell-Ewald and other partners, was the driving force
behind the creative work.
The Advertising Research Foundation Ogilvy Awards are named after
legendary advertising executive David Ogilvy who believed that behind every
great advertising campaign is great research.
Since 1775, the Postal Service and its predecessor, the Post Office
Department, has connected friends, families, neighbors and businesses by mail.
It is an independent federal agency that visits more than 144 million homes
and businesses every day and is the only service provider delivering to every
address in the nation. The Postal Service receives no taxpayer dollars for
routine operations, but derives its operating revenues solely from the sale of
postage, products and services. With annual revenues of $70 billion, it is
the world's leading provider of mailing and delivery services, offering some
of the most affordable postage rates in the world. The U.S. Postal Service
delivers more than 46 percent of the world's mail volume -- some 212 billion
letters, advertisements, periodicals and packages a year -- and serves seven
million customers each day at its 37,000 retail locations nationwide.
SOURCE U.S. Postal Service
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Related links:
http://www.usps.com
CONTACT:
Public Relations of U.S. Postal Service,
+1-202-268-2155
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