Issue 30 | March 2014
Australia Post makes money by sending letters and parcels. Due to the rise of e-mail, letters have been in decline since 2008. Although the parcels business is growing naturally due to the rise in eCommerce, it is a highly competitive arena with big international players such as FedEx and DHL fighting for market share.
The challenge was twofold:
1. Drive people into Australia Post outlets and encourage them to send their own presents using Express Post, rather than ordering gifts online.
2. Keep the Australia Post brand relevant when it was associated with a history of being slow and bureaucratic.