USPS shows another side

WASHINGTON: The United States Postal Service (USPS) is gearing up for a holiday-season promotion featuring a new tagline, "Today's Mail," which emphasizes its sophisticated services.

WASHINGTON: The United States Postal Service (USPS) is gearing up for a holiday-season promotion featuring a new tagline, "Today's Mail," which emphasizes its sophisticated services.

The USPS logo will stay the same, but it will be surrounded by new, "vibrant" colors, added USPS senior PR specialist Joanne Veto.

She said recent focus groups found that most people didn't know about USPS mailing services such as self-printing of stamps, home pickup of packages, and other kinds of services also offered by rivals like FedEx and UPS.

Outreach promoting the changes will target some 750 journalists around the US, Veto said, along with ads in USA Today and other titles that will use the tagline "Today's holidays need today's mail."

"Customers are mired in what we used to be," Veto stated via e-mail. "We needed a tagline that articulated all the things we strive to be."

Media outreach is being handled in-house. Warren, MI-based ad and marketing firm Campbell-Ewald developed the tagline and logo and also recently launched a 136-million direct-mail effort intended to reach every US business and residential household.

The new taglines replaces "Fly like an eagle," introduced in 1998. Its predecessor, "We deliver for you," was unveiled in 1988.

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