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C-E Touts Postal Pleasures in Holiday Campaign

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NEW YORK Campbell-Ewald highlights the role of the U.S. Postal Service and the pleasures it brings during the holidays in a new campaign running during the busy shopping and shipping season.

The spot from the Warren, Mich., agency shows the joy Americans get receiving letters and packages in disparate parts of the country against a soulful country melody. A voiceover states, "This holiday season no one will work harder or go farther to keep us all connected."

"During the holiday season we are all about connecting people and families," said Rod DeVar, manager of advertising and promotions, U.S. Postal Service. "It's very important to maintain relationships with American consumers during Christmas. All our services help get people through the holidays and it's important to keep that position in the consumer's mind."

Thirty- and 60-second versions of the spot will run through Thanksgiving and up until a week before Christmas Day. The ad will be in a number of holiday-related programs on both broadcast and cable, including the Macy's Thanksgiving Day Parade, which is being broadcast by NBC; Finding John Christmas on CBS; and A Charlie Brown Christmas on ABC. The spot is also airing in holiday programming on a variety of cable networks.

For the holiday project, Campbell-Ewald was responsible for creative, media planning and print buying while Interpublic Group sibling Initiative bought national TV.

A print ad is appearing in some 55 different magazines and newspapers such as InStyle, Entertainment Weekly and the Washington Post. Online at USPS.com, consumers can access a mailing and shipping guide, along with the Postal Service's Click-N-Ship program, which facilitates the process of sending packages and mail.

The U.S. Postal Service would not disclose spending for the campaign. According to TNS Media Intelligence/CMR, it spent $25 million in the fourth quarter of 2002.