Who Does The New Postal Service Ads

Postal service DELIVERS NEW TV AD IN CAMPAIGN TO IMPROVE ITS Epitome

The U.S. Postal Service is turning to a serial of new commercials with an upbeat jingle and a heartwarming story line in an effort to ameliorate its image.

Start with an airing on this evening'due south telecast of "Monday Night Football," the service will spend $six.ii million to run the commercials on network and local Television for the next two 1/2 months. The general-paradigm ads are a departure for the Postal Service, which previously has advertised specific products, such as its Express Postal service overnight-delivery service.

The USPS will spend $40 million to $45 million on advert this yr, making it the 2d-largest advertiser among government agencies after the Army.

Postal service officials estimate that the agency ran a deficit of near $580 1000000 during the fiscal year that ended in September, more than than 2 ane/ii times larger than the financial 1987 arrears of $223 one thousand thousand. The larger deficit came despite rate increases earlier this year in some mailing categories. However, revenue for the service's near lucrative product, Express Post, was up 4 percent during the year.

John Wargo, the banana postmaster full general in charge of marketing, said the new ad campaign is primarily intended to make customers aware of the Postal Service's capabilities, and not to deflect any criticism of its functioning.

"We believe we tin sell more products and services if we link them all together nether one umbrella," he said. "We're trying to position ourselves as modern and caring and not necessarily as old-fashioned. We'd like people to walk away feeling that something {positive} is going on in the Postal Service."

In 30-2d and threescore-2nd versions of the spot, a letter of the alphabet carrier braves a snowstorm to deliver a graduate-school credence letter to a young man working in a diner (the scenes actually were shot in the Mojave Desert, with special foam used to simulate snow). In the simply spoken line of the commercial, the man looks up from his letter and says, "I got in!" The story is intercut with scenes of postal workers and modern letter-handling equipment in action.

All versions of the ad carry a lively jingle, whose lyrics include "We deliver. Nosotros deliver. Information technology'due south the reason you trust usa. You know that nosotros're gonna come through. We're your Postal Service. We deliver for you."

Wargo said the "We deliver" slogan will be applied to all time to come Mail service advertising, such as a new entrada for Express Mail starting in Feb.

Paul Farhi Paul Farhi is The Washington Post's media reporter. He started at The Post in 1988 and has been a financial reporter, a political reporter and a Fashion reporter. Follow

Who Does The New Postal Service Ads,

Source: https://www.washingtonpost.com/archive/business/1988/11/28/postal-service-delivers-new-tv-ad-in-campaign-to-improve-its-image/3867a765-fd3a-4f36-be70-69dd145a52b2/

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