CANADA POST PROMOTES DIRECT MAIL IN PRINT CAMPAIGN
By Adnews Staff
Canada Post is midway through a print campaign that promotes direct mail as an advertising medium. The campaign, created by Publicis Dialog, presents direct mail as "a medium that delivers results." The creative, running in advertising trade publications and business-to-business magazines, uses the copy, "Direct mail can add a new dimension to your next campaign plan," and the image of an envelope insert. The ad also offers readers a free direct mail campaign planner. Another version of the ad makes use of a pop-up cube displaying statistics about the effectiveness of direct mail. "We are using an execution in the traditional print environment to promote the benefits of another medium in this campaign," said Paul Oldale, advertising manager at Canada Post. "The insert enhances awareness of direct mail as a results-oriented medium with our target audience of marketing, advertising and business professionals in Canada."