IPG Shops Hail Direct Mail for Post Office

DETROIT The U.S. Postal Service will promote the benefits of direct mail through a print campaign launching next week.

The campaign, dubbed “Be here,” was created by USPS agencies Campbell-Ewald in Warren, Mich., and Draft in Chicago. The Interpublic Group owns both shops.

The first ad, “Awareness,” breaks Monday. The second ad, “Consideration,” launches May 3 and the third, “Purchase,” appears June 7. A direct-mail component touting the benefits of direct mail will be implemented at the same time.

“Awareness” shows a black-and-white photo of a man looking at a piece of direct mail. His eyes are the only color elements in the ad, headlined “Be here.” Other copy asserts that targeted direct mail can reach any of 140 million addresses in the U.S.

The campaign will also convey the message that direct mail offers advertisers an exclusive moment in time when recipients are anticipating what they will receive in the mail that day.

The ads will run in business and marketing publications such as Forbes, Business Week, Adweek, Fortune, Automotive News, Variety and Marketing News. Spending on the effort was not disclosed.