While Facebook has largely taken over from postcards as the favoured means of making people jealous of your holiday, you can’t eat a humblebrag. Enter Cookie Time’s Postcard Cookies. Plus: more postcard-related innovation with New Zealand Post’s Ad Card.
A group led by Localist CEO Christina Domecq is taking the reins of the New Zealand Post subsidiary, buying the directories business for an undisclosed sum. New Zealand Post says Localist isn’t part of its future now its focusing on core sevices.
It’s been a rough few years for New Zealand Post, with the decline in traditional mail leading to a number of restructures, the sale of assets and plenty of cost cutting. And there’s more change on the horizon, with comms manager John Tulloch saying there’s “a bit of a realignment going on” across various parts of the business at the moment, including the marketing team.
It’s no secret that the traditional postal mail business model is in decline. And while New Zealand Post’s ability to adapt to change can be exemplified by its 170-year existence, the digital age is certainly proving to be the toughest nut to crack yet. But rather than fight the digital, it’s working with it to create viable business extensions and at today’s Direct Marketing event at Eden Park, a rather chuffed head of digital solutions at New Zealand Post, Simone Iles, offered the first glimpse into its new free digital service, YouPost, designed to make life that much easier to manage.