The cornerstone of the campaign centered on a holiday guide which was delivered to 110 million residential addresses. This guide provided shipping tips and outlined the array of products and services offered by USPS. The guide was supported through magazine ads and carrier television walk-ons in holiday oriented programming, allowing real carriers to deliver packages to the program host, interact with them, and promote USPS services and/or the Holiday Guide in a meaningful way.

The results of the campaign were outstanding. The following measurements increased:• Ad Awareness (+80%)• Ad recall (+34%)• Carrier Pickup awareness (+59%) / requests (+76%)• Click-N-Ship labels printed (+69%)• USPS.com/holiday page visits (+53%)