The campaign, launched last week, communicates the message that the internet represents an opportunity for Royal Mail rather than a threat to its business.
By the end of the festive season, Royal Mail expects to have delivered 100 million items ordered over the web, up from 70 million last Christmas.
‘Because the internet has been around for a while, it is difficult to woo journalists to online retail stories, but in the festive season they are hungry for the subject,' said a spokesman.
Royal Mail, which delivers 60 per cent of all goods ordered on the internet from the UK, is targeting the business pages of national newspapers, and trade and consumer media.
It is also working with retailers, including major supermarkets, to urge shoppers to place festive orders early to ensure mail arrives on time.
Rival TNT recently hired Four Communications to boost its corporate profile (PRWeek, 16 Nov).