NEWS: Royal Mail hots up drive to woo Euro business market

Royal Mail International is ploughing an estimated pounds 150,000 into a PR campaign across Germany, France and the Netherlands as it intensifies its assault on Europe’s pounds 1 billion-plus business mail market.

Royal Mail International is ploughing an estimated pounds 150,000 into a

PR campaign across Germany, France and the Netherlands as it intensifies

its assault on Europe’s pounds 1 billion-plus business mail market.



Stephen Davie, the company’s international PR manager, confirmed he has

hired three agencies: PR Partner in Stuttgart; recent start-up Akka in

Paris and Hollander GCI in Amsterdam.



Each of the appointments is thought to be worth around pounds 50,000 in

fees.



They follow a rigorous selection process involving detailed credentials

presentations, on-site visits to agencies and a final pitch in London

two weeks ago to which six agencies were invited - two from each

country. The unsuccessful agencies were: in Germany, Leipziger und

Partner; in France, Information et Entreprise; and in the Netherlands,

Meursing Partners.



Royal Mail International earns some pounds 20 million a year from

business mailings in the US. Davie declined to put a figure on its

earnings in Europe, where it competes with national post offices and

courier companies such as TNT and DHL, but said the company aimed to

increase its share of the market significantly by the year 2000.



The PR appointments were, he said, an attempt to ‘broaden our marketing

with PR communications to the trade and selected audiences’.



He added that the company had chosen local agencies rather than an

international network, because of their ‘sharper response to the

marketplace’. Although the primary purpose is for pro-active marketing

support, the agencies will also respond to corporate issues such as the

strike at Royal Mail in the UK.



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