Royal Mail, Sainsbury’s Instagram Campaign, Radio Interviews And Indie Action For TOYW

Card publishers, multiple and independent retailers, trade suppliers and the Royal Mail are among those to have helped to spread the love of Thinking of You Week over the last five days – and the official Week doesn’t end until Sunday!

Today (September 25) saw Sainsbury’s take to Instagram to promote Thinking of You Week to its millions of customers, in something of a grand finale to the grocer’s support of the card sending event. While the official ‘Week’ this year is 21-27 September, Sainsbury’s has been embracing the concept since last month, when it installed dedicated FSDUs of a special selection of Thinking of You cards, from several publishers, into 200 of its top stores.

Above: One of the Thinking of You Week shippers in Sainsbury’s.
Above: One of the Thinking of You Week shippers in Sainsbury’s.

Among the independent retailers who have got behind the campaign this year is Michael Apter, owner of the two Paper Tiger card and stationery stores in Edinburgh prominently displaying a Thinking of You Week poster in their windows as well as branded PoS instore, downloaded from the website.

Above: Michael Apter, owner of Paper Tiger promoting TOYW, in store as well as on social media and LinkedIn.
Above: Michael Apter, owner of Paper Tiger promoting TOYW, in store as well as on social media and LinkedIn.

As Michael told PG Buzz: “The current climate has definitely seen people buy and send more cards, recognising the importance of ‘keeping it real’ and expressing how much they miss seeing friends and family. Thinking of You Week fits in perfectly with this sentiment and need.”

Above: Belly Button Designs’ activities have included promoting the event in a local hospital.
Above: Belly Button Designs’ activities have included promoting the event in a local hospital.

Royal Mail has also ramped up its TOYW activity, hosting the GCA’s special video that relays the importance of card sending on the home page of its website (https://www.royalmail.com/) as well as links to the Thinking of You Week site.

Meanwhile, Amanda Fergusson, ceo of the GCA has been on hand to talk to the media about this special week as well as greeting cards in general.

Click on this link (GCA – BBC Radio Shropshire – 230920 – 0926) to hear a clip from an interview on BBC Radio Shropshire.

Commenting, Amanda said: “I really do get a sense that not only the industry has pulled closer together for this year’s Thinking of You Week, but thanks to all the activity on social media as well as the instore PoS in so many different card retailers, the consumer is also more aware of the campaign and has hopefully seen them send more cards to stay in touch with those they care about.”

Above: Paper Salad, which designed the branding for this year’s TOYW also embarked on lots of activity to promote it and help others to send cards. The activity has involved two charities, donations of several hundred cards to its local WI for its loneliness campaign, and also gave a big box of cards to a local hospice.
Above: Paper Salad, which designed the branding for this year’s TOYW also embarked on lots of activity to promote it and help others to send cards. The activity has involved two charities, donations of several hundred cards to its local WI for its loneliness campaign, and also gave a big box of cards to a local hospice.

Online card operator Thortful has dovetailed its own Send a Smile initiative into Thinking of You Week. Its activity includes promoting a whole suite of  card designs that encourage people to send cards to their work colleagues they might not have seen in the flesh for some time,

Above and top: Thortful timed its Send a Smile initiative to tie in with TOYW.
Above and top: Thortful timed its Send a Smile initiative to tie in with TOYW.

“With many people still working from home, we want to encourage people to stay connected to their colleagues by sending a card. The pandemic has really highlighted how important connection and community are for our happiness, and sending a card shows you’re thinking of someone,” commented Bex Fairbrother, Thortful’s PR expert.

www.thortful.com/cards/sendasmile

 

 

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