Royal Mail is to launch its first movie tie-up with a pounds 7m Christmas campaign based on one of this year’s biggest Hollywood releases, The Lord of the Rings: The Two Towers.

The company has signed an exclusive deal with the film’s backers, Entertainment Film Distributors and New Line Cinema, to offer prizes of up to pounds 1m when consumers buy books of 12 first-class Christmas stamps. Up to 14 million gamecards will be issued by 55,000 retail outlets, offering the public the chance to ‘Find the One Ring and win pounds 1m’.

The promotion, devised by Claydon Heeley Jones Mason, will be supported by an advertising campaign through Bates UK. Media planning and buying will be through Carat.

This year’s Christmas stamps, displaying a series of festive images, will go on sale on November 5, with the promotion running until December 21.

Royal Mail brand and communications director Paul Troy said the tie-up reflected its ‘appetite to work with partners on large-scale campaigns in the future’.