Royal Mail Launches new Resource to Help the Direct Mail Industry Thrive

LONDON - Royal Mail today launched a new industry resource to provide
intelligence, inspiration and innovation for marketers and help them make the
most of direct mail in their integrated marketing campaigns.

Aimed at the UK’s top 3,000 advertisers and 500 key agencies,
the Mail Media Centre online resource - www.mmc.co.uk - will serve to
reinforce the value of direct mail in the current communication mix and
demonstrate how it can boost results.

It showcases examples of great creative, provides expert
advice from industry authorities on how to maximise return on investment and
features all the latest industry research from a variety of independent
sources, including Nielsen.

The site is free to view and subscribers can register to
receive all relevant updates. New content will be added constantly ensuring
that anyone considering direct mail has immediate access to all the latest
solutions and statistics.

Royal Mail has ambitious plans to evolve the resource quickly
to include new features such as monthly trackers, increased expert commentary
and the latest web functionality applications.

Antony Miller, Head of Media Development at Royal Mail, said:
“www.mmc.co.uk is central to our strategy to grow the entire mail
market. We are committed to supporting the industry through provision of up
to the minute information and research, expertise and innovation. We are
determined to ensure advertisers have the right resources available to truly
understand the benefits of mail, how it works with other media and ultimately
how it delivers results.

“In these difficult times, it becomes even more crucial for
those in the direct marketing industry to have the very latest in skills,
knowledge and insight at their fingertips. The wealth of information provided
through mmc.co.uk will provide an invaluable resource to facilitate agency
pitches and client business cases in this time of tightened budgets.”

He added: “Royal Mail has launched a number of initiatives
underlining the value of the mail as an advertising channel. Royal Mail’s
“Sensory Mail” for example, enables marketers to build brand by engaging
three or more of the senses, while Matter, Royal Mail’s latest innovation
launched at the back end of last year, literally allows advertisers to get a
tangible representation of their brand into their prospects’ hands.

“It is exciting innovations such as these and mmc.co.uk that
are driving the direct mail industry into the 21st Century. It is for this
reason that we are extremely confident that mmc.co.uk will shape up to be an
extremely important resource for brand managers, media agencies and the
direct mail community.”

The innovative www.mmc.co.uk website has been designed
and created by top 10 DM and digital agency TMW. TMW’s strategic and creative
approach was geared around creating a modern, exciting, fresh view of mail
and how it works alongside other media channels - pioneering the role of
Direct Mail in today’s 21st Century digital landscape. Its approach was to
create a website that would generate real excitement and inspiration amongst
marketing practitioners in DM agencies, media agencies and advertisers.

TMW was also instrumental in helping define the different
target audiences and their needs. This was essential to ensure that the site
appealed to all, depending on their level of needs and knowledge in terms of
using direct mail, as well as for providing highly targeted and relevant
content, tailored according to the end user’s profile. In addition, TMW
created the brand identity for mmc.co.uk, including a bold new logo and a
colour palette which includes a modern twist on the Royal Mail branding by
incorporating a striking aqua blue.

Isabel Campos, Business Director at TMW, commented: “It was
essential that www.mmc.co.uk provided end users with an experience
beyond their expectations. Our in-depth understanding of the target audience,
combined with our strong heritage in terms of web design and usability, has
ensured that the website is contemporary and engaging, while reflecting the
core principles of innovation, inspiration and intelligence.”

Issued on behalf of Royal Mail by Eulogy!

www.royalmail.com

Source: Royal Mail

Issued on behalf of Royal Mail by Eulogy! Tel: +44(0)207-927-9999, Email: royalmail at eulogy.co.uk.