Brand Name:Posta Shqiptare Industry Type:Postal Service / Courier
Work Required: Advertising, TVC, Print, Marketing Strategy, Copywriting, PR, Social Media Management Slogan: Fast. Secure. Anywhere.
The Albanian Postal System (Posta Shqiptare) is a customer-oriented, public service company with a nationwide network that reaches even the remotest rural areas. APS offers a wide range of financial services with competitive prices for individuals, businesses, and institutions. It was founded simultaneously with the modern Albanian state on 28 November 1912 as the Ministry of Post, Telegraph and Telephone. This postal service, established more than a century ago, continues to flourish, offering services covering most administrative activities between the consumer and the public administration.
APS launched an advertising campaign in the electronic and print media in November 2014, and selected Vatra as their main partner for the promotion of products and the overall image of the company. It was vital to convey to the public that APS offices offered a wide range of services, 90 of which were free, as the public had little awareness of this fact. The aim was to make it easy for citizens to identify APS offices as a “One Stop Shop” where they could get all the services they needed. The request was to develop a detailed strategy of messages and transmitting channels that successfully reached the public. Changing the visual identity of the company was an essential part of refreshing and renovating the image of APS.
The strategy proposed for the APS campaign included all communication channels, in order to present a positive change for the image and, most importantly, for the brand and the services it offers. Initially Vatra created a new visual spirit, developing personalized symbols for each service, together with a new graphic design language. The new design language was fully harmonized with all the elements of the brand identity. Later this cohesion was applied also to the TV commercials and the indoor – outdoor advertising. A wide informative and promotional campaign for the brand was presented in the social networks through the activation of official pages and a profile, creating a strong presence and maintaining continous contact with customers. To aid all these changes a big media campaign was set in motion, together with PR services which were co-ordinated with the strategy throughout the entire campaign.
"I had the great pleasure of working with Vatra for our advertising campaign launched in 2014-2015. During this project, the agency showed a high degree of expertise in advertising, including post-production and media strategy and buying. They have an experienced and very creative staff that put all their efforts into a project, not only by proposing highly creative communication ideas but also by delivering on time. This campaign was one of the most effective and successful for our company and I would strongly recommend Vatra to any business that wants a high quality service in marketing communications." – Ms. Arlinda Dega, Advisor to CEO for Marketing & Public Relations at the Albanian Postal Service.