'Tis the Season and Spread the Merry In a year like no other, we knew it would be a Christmas like no other too. In October we launched ‘Tis the Season which built on our Get the Most from the Post campaign earlier in the year. The campaign promoted our last posting dates and encouraged our customers to post early, download the MyPost app and take advantage of our various collection points.
In early November our second Spread the Merry campaign hit the market with a focus on the importance of a small act of kindness and the role Australia Post plays in helping everyone across the country connect with family, friends and their community. The campaign appeared on television, radio, social media and online and was supported in our Post Offices through point of sale activations and decoration kits which continued to prove popular with our people and customers.
The campaign was extremely successful driving significant traffic to our digital channels and contributing to over $12 million in sales. The television commercial was also named the most effective Australian Christmas ad of 2020.
Delivering for Australia Our Delivering for Australia campaign sought to highlight the ways in which Australia Post is there to support small businesses through eCommerce.
Featuring our real small business customers including Artisanale Chocolate, Mortels Sheepskin, Mary Maker, Pine Tea & Coffee and The Scent Lab, part one of the campaign focused on helping business to sell online and save time and money through MyPost Business, using collection points and returns.
Part two was all about recognising ‘Local Business Heroes’ nominated by our people, by promoting them through our Post Office Network and helping them to grow their business. Happy Hubble Australia, a homegrown therapy store and supplier of sensory toys for children with autism, was one of the 56 deserving businesses.
“ This award from Australia Post is going to help us to continue to grow, to create even more jobs and of course, our main drive, to support families of kids with autism or ADHD. I am truly grateful that Theo and the team have believed in me and my dream. ” - Simone Hubble
The Great Aussie Coin Hunt Our most successful collectables program, The Great Aussie Coin Hunt, returned in May and featured 26 new $1 coins celebrating iconic and admired symbols of Australian life.
The coins, produced in partnership with the Royal Australian Mint, ranged from Akubra to Zinc sunscreen and included instantly recognisable Australian landmarks, like Q for Queen Victoria Market and S for the Sydney Harbour Bridge and much-loved brands, like M for MILO and T for Tim Tam.
More than 3,500 of our Post Offices participated in this year’s hunt, with customers able to receive the collectable coins in their change or by purchasing the entire collection instore or online.
Stamp releases showcase achievements Our 2020/21 stamp issue program offered a diverse program marking celebrations, new initiatives and anniversaries of significance.
Our annual Stamp Collecting Month in August encouraged young Australians to become passionate about our native Australian wildlife and take an active role in protecting them for the future. The six stamps featured some of Australia’s most vulnerable native species and were selected from those recently identified by the federal government’s Wildlife and Threatened Species Bushfire Recovery Expert Panel as in need of immediate conservation management.
We recognised our country’s legends of cricket with our annual commemorative Legends Stamp issue. The stamps celebrated Allan Border AO, Adam Gilchrist AM, Jason Gillespie, Dennis Lillee AM MBE, Ellyse Perry and Ricky Ponting AO — all superstars of the game recognised for their contribution to Australian culture as well as their sporting excellence.
Recognising Australia’s frontline heroes The past year is one that will go down in history as a year unlike any other with the global pandemic presenting enormous challenges for people all around the world.
This stamp issue paid tribute to the workers on the frontline of the pandemic here in Australia who have supported their communities during this unprecedented time. The set of five stamps featured an illustrated design to represent Australia’s frontline workers including healthcare workers, Australian Defence Force members and police, educators, and essential services including postal workers, supermarket staff and deliverers of food and other essential items.
Demand for merchandise grows Communities relied on the Post Office for more than postal, banking and identity services throughout the last 12 months.
With many people working and spending more time at home, our extensive merchandise range proved popular. In many ways, we became the nation’s general store – particularly in rural and regional areas.
We saw strong growth in kitchen appliance sales as restaurants reverted to take away and people cooked more at home, with air fryers, vertical grills and coffee machines among the most popular. Office supplies were also in high demand as individuals made the transition to working from home and our technology products including mobile phones continued to sell strongly. In 2020/21 one mobile phone was purchased every 100 seconds from Post Offices around the country.
In a year when border closures and restrictions kept family and friends apart, sending gifts through the post was one way people could stay connected with those they missed most. We saw significant growth in our packaging range with a 19.5 per cent increase in revenue when compared to the previous financial year.
Board game a winner Monopoly released a limited-edition Australia Post version of the much-loved game. The board game included six special tokens: an aeroplane, van, truck, push bike, post box and iconic Ford Model-T based on the 1920s version used by the Postmaster General. The game featured Post Offices from Margaret River to Broome and some of our iconic GPOs, and has been a popular addition to our merchandise range among our people and customers.