The Royal Mail’s Olympic PR campaign looks set to restore some of the customer goodwill that was lost following the price increases earlier this year. The special edition stamps commemorating Team GB’s gold medal winners have been available the next day and featured on prime time BBC Olympics coverage.
By celebrating the success of Britain’s sports people in a way that is so accessible to the British public, Royal Mail has reminded us of its proud heritage. In addition, painting a post box gold in each Olympic champion’s home town was an inspired idea. It will be a reminder of these remarkable champions, spreading the feel-good factor around their home towns, while making a sub-conscious connection with Royal Mail. The only hiccup has been choosing the wrong location for cyclist Laura Trott’s gold post box, but she solved that problem by winning a second gold medal, so she can rightly claim both of the post boxes painted in her honour!
How long Royal Mail can sustain this goodwill will depend on how it performs in the future. Poor or reduced service will soon take the shine off.