Royal Mail unveils First Class Christmas with Lord of the Rings online exclusive

In support of its First Class Christmas stamp promotion, which will make one customer a millionaire, Royal Mail will unveil a website featuring some world-exclusive images from Hollywood’s most eagerly awaited blockbuster – The Lord of the Rings: The Two Towers.

This exciting Christmas First Class stamp promotion, (running from November 5 – December 21) and the high profile partnership with the film sees Royal Mail venture into the world of movies for the first time. The promotion offers customers buying a book of 12 First Class Christmas stamps the opportunity to ‘Find the One Ring and win £1m’ plus other first class prizes.

In another Royal Mail first, customers will also be able to buy books of First Class Christmas stamps with the instant win gamecards via the website’s online shop and have the opportunity to win £1 million in cash.

Customers visiting will also be able to buy official, licensed film merchandise and have the opportunity to experience the film through participation, gaining insight into the characters, the film and the plot before the film’s general release in the UK.

Selected images from the forthcoming sequel will also be unveiled for the first time on 5 November on 14 million instant win gamecards, which are wrapped with each book of 12 First Class Christmas stamps.

Paul Troy, Brand & Communications Director at Royal Mail, said: “Royal Mail is ready to deliver a First Class magical Christmas to all its customers. This promotion is a continuation of our new and innovative approach to marketing at Royal Mail, which began with our unique tie up with Sir Elton John and our £1 million promotion last Christmas.”

“Joining forces with The Lord of the Rings: The Two Towers and offering an exciting online presence gives our customers the opportunity to participate and win £1 million this Christmas by simply logging on and buying a book of 12 First Class Christmas stamps online. The partnership reflects our appetite to work with major, third party partners on large scale campaigns in the future”, he added.

Royal Mail’s The Lord of the Rings: The Two Towers website is being designed by Rufus Leonard and the web address will be featured on the promotional gamecards, as well as on outdoor posters, and in press advertising and PR activity. An online ad campaign (bought through Carat Interactive), using rich-media banners, will drive customers direct to the site.

Following from the success of last Christmas, Royal Mail will also be offering a free online Christmas last posting dates reminder service, where customers can register for email and SMS reminder messages.

In addition to the website activity, the First Class Christmas stamps and gamecards will be available through more than 55,000 retail outlets, including 17,500 Post Officeä branches

I went and searched for this after seeing the actual promotional material recently – the stuff I saw was still in the green colour scheme. It had a nice Frodo image on the front though. [More]