Branding News: TNT Post backs £3m revamp with ad push

by Jennifer Whitehead, Marketing 04-May-06

TNT Post, which was formed by the merger of TNT Mail and Circular Distributors, has overhauled its branding, as it seeks to position itself as the lead challenger to Royal Mail in the deregulated UK postal market.

The company has invested £3m in the activity, which has been
handled by ad agency Sutcliffe Reynolds Fitzgerald. It has developed a
campaign intended to raise awareness of the services offered by TNT

Post, which delivers both addressed and unaddressed items.

The ads, which will run in the trade press and introduce the strapline
'It's our business to deliver yours', explain the changes at the merged
company. A direct campaign is also planned for later in the year.

Following the merger, TNT Mail and Circular Distributors will retain
their separate management teams, but will share back-office
operations.

TNT Mail, which will now be known as TNT Post UK, will compete with
Royal Mail in the collection, processing and delivery of letters, bills
and direct mail. Circular Distributors, a specialist distribution arm,
is to be renamed TNT Post (Doordrop Media).

The latter was founded in 1952, when its first contract was to deliver
10m packs of Omo soap powder for Lever Brothers. It now handles 3bn
items a year, and is the biggest independent distributor of free
newspapers in the UK.

Recent client wins for TNT Post include HBOS and Telewest, while Lloyds
TSB signed a deal with it in May last year to handle 100m items of
mail.

The UK postal market was deregulated on 1 January.