Business Post acts ahead of deregulation

Express delivery group Business Post this week embarked on a media relations onslaught in a bid to take advantage of plans to deregulate the postal market.

The group, which runs Express and UK Mail, is aiming to raise its profile in the business and consumer press as postal regulator Postcomm finalises details of market liberalisation.

Spreckley Partners won a four-way pitch to handle Business Post's PR campaign, reporting to group marketing manager Bill Wallis. There was no incumbent agency.

Spreckley's appointment follows a company-wide restructure earlier this year that saw the creation of six business units.

Last year Business Post became the first group to be awarded a licence to offer mail services to UK customers, although the company is yet to launch any service and is reportedly still in discussions with Royal Mail over access to local delivery networks.

Spreckley director Jayne Bassham, who leads a three-strong team on the account, said initial work will focus on corporate positioning.

'The aim is to make sure the business is well situated to take advantage of all the opportunities,' said Bassham.

'We'll be looking after the whole corporate positioning of Business Post and possibly supporting the individual business units later on, which is yet to be clarified,' she added.

The media relations campaign will target the national press and business pages, alongside SME media.

'It's about getting the name out there, that's the challenge - it's increasing momentum of press coverage to increase awareness,' added Bassham.

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