Advertising Industry
Industry: Email Alert RSS FeedPOSTAL SERVICE TRIES IMAGE OF INNOVATION: STEVE MILLER SONG 'FLYLIKE AN EAGLE' SETS TONE OF NEW FCB CAMPAIGN.
Advertising Age, October, 1998 by Teinowitz, Ira
With new ads breaking today, the U.S. Postal Service is hoping to create an image of an innovative supplier with lots of product alternatives.
The campaign from Foote, Cone & Belding, New York, uses Steve Miller's "Fly Like an Eagle" song-the eagle is the postal service's mascot-to try to better tie together individual products.
Postal service marketing supports Priority Mail, stamp-collecting or products aimed at particular kinds of business customers.
RECENT PROGRESS
"People are familiar with the postal service, but to know us on the surface doesn't mean they know the kind of progress we have made in recent past," said Roxanne Symko, manager of advertising and promotion. "We want to position ourselves in a new light, as innovative...
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