Situation AnalysisIn 2012, Royal Mail (RM) decided to use the London Olympic Games to promote its brand. As a licensee of the Games, RM used stamps and mailboxes to attract people's attention and interest, and used positive coverage to win public sympathy and acceptance.ObjectivesIt There are three objectives and they are assessed based on the SMART framework.1) Gain a greater share of voice in the media than any other UK sponsor or the sector specific sponsor UPS There is no share of voice specific, but it has a particular comparison object - UPS. Because stamps and mailboxes are updated synchronously with golds, it is realistic to achieve significant coverage. However, we cannot control the media coverage of other sponsors, so it is best to create your own expected media coverage rather than comparing with others.2) Help boost sales of RM Gold Medal stamps There are no specific sales forecasts. How many stamps do they hope to sell? Or how many sales do they hope to increase? This goal is achievable, because stamps are memorable and cheap, and post offices are widespread. Time is limited (within 24 hours of winning).3) Ensure that the 2012 Paralympic Games received parity of esteem through the promotion of our Paralympic gold medal program In relation to media coverage and sales, this objective is differentiated. This is a moral issue and it is difficult to establish a single standard to measure (there is a negative report on this and more on that later). So this objective is not specific and manageable. This objective is achievable and realistic. However, RM does not have a specific plan (for example, issues the same amount of stamps for Paralympic winners as for Olympic winners...... middle of paper...... and sales. However, as the objectives lacked specific number (sales objective), these objectives cannot be evaluated effectively.ConclusionOverall this campaign was creative and successful It used 3E and mixed media to achieve the targets. It was a two-way communication that attracted sufficient media and public attention and promoted RM's reputation. However, it is a pity that the objectives were not specific enough and there was no. appropriate measures to show the same esteem at the Paralympics There are three things that could be improved: first, perfecting the targets with precise figures making it clear that it will not issue individual stamps to Paralympic winners and giving a reasonable explanation. before the campaign. Finally, RM can send a stamp to the champion for free and encourage them to take a photo with it and upload it to the website..