Canada Post says Canadians should “Send Joy” this holiday season by using its services, through a national, integrated holiday campaign.
The effort, developed by DraftFCB, includes radio, PR, online, 3-D mall banners, in-store materials, print, a contest and direct mail.
Catherine Riggins, director of marketing communications, sponsorship and brand for Canada Post, said the campaign is an opportunity to look like a “more caring organization” at a time of year when Canadians expect to see the brand front and centre.
The creative retains the “Send Joy” logo developed three years ago by Capital C, though DraftFCB has given the campaign its own look and feel, said Riggins.
Thirty-second radio spots promoting Canada Post’s sending solutions are airing in key English markets as well as Chinese, Indian and Filipino communities across Canada.
Full-page ads and tear-out bookmarks to promote the sending solutions are featured in Canadian Living, Chatelaine, LouLou, Reader’s Digest, Today’s Parent, Pure and Flare. Canada Post also sponsored the sticker page in LouLou’s gift guide edition, and 3-D banners have been placed in select malls in Montreal, Ottawa, Vancouver, Calgary and Toronto.
More than 6,600 post offices will carry the point-of-purchase campaign, which includes mailing date pads and posters, and the Canada Post Facebook page showcases an application that allows users to send customized holiday postcards and Christmas stamps to their friends.
Consumers can enter the “ReGifter” contest by completing a quiz at CanadaPost.ca/ReGifter that determines if they are a guru, jokester, revenger or anti-regifter. Once the quiz has been completed participants can then enter to win a hideous holiday sweater or re-gift the contest entry, by forwarding the quiz to a friend for the chance at a $5,000 vacation package.
Online ads on LaineyGossip.com, Sympatico.ca, among others, direct consumers to the contest site.
Send Joy-wrapped vans will also run along high-traffic routes in 15 cities across Canada, in community parades and other public events.
Porter Novelli handled the PR, while Cossette handled the buy.
