Thank you to all the GCA members who spoke to the media this year to encourage card sending and join the GCA in protecting and promoting our wonderful industry this Christmas.
Our 2022 Christmas media campaign focused on encouraging the early sending of Christmas cards due to Royal Mail strikes – bringing the Festive Friday message to consumers for the first time.
National Media
Media interest in Royal Mail strikes saw the GCA spending a lot of time talking to national media about the health of our industry, reassuring them that the UK remains a nation of card senders and sharing the joy of sending and receiving Christmas cards.
In many cases this resulted in negative stories not being run, as GCA messaging and industry statistics didn’t support the ‘death of cards’ message many editors were assuming. By Christmas week the industry had received lots of coverage and airtime, summed up by the heading in the Daily Mail on 21st December, in response to an article by Daisy Goodwin talking about her love of Christmas cards:
Nothing can beat a Christmas card
Daily Mail, 21st December 2022
The GCA and it’s members spread the message far and wide this Christmas:
Press
GCA CEO Amanda Fergusson was quoted on the front page of The Daily Telegraph on 14th December, in an article about delayed mail and the impact of Royal Mail strikes, saying “…people are still very engaged [in card sending] and are buying cards even if they are worried about the strikes, many are also hand delivering“.
More positive coverage was seen in a Sunday Times article on 18th December headed “Cards are picture perfect for Gen Z”, this was then followed through in the Sunday Times Editorial…
“….we love [cards]. They take effort, and by sending them we are telling our friends and family they are worth that effort.
Some Christmas traditions…might be gone but we suspect this one will survive. The ping of a festive text will never mean as much as the slop of a card on the mat…
Sunday Times Editorial Comment, 18th December 2022
This was also reported in PGbuzz Shoppers hit High Streets, positive cards PR .
TV
TV card coverage this Christmas included an interview with Daniel Prince, MD Danilo, on Channel 5 News. The re-showing of the BBC Inside The Factory documentary, filmed at Woodmansterne.
GCA CEO Amanda was interviewed by Alistair Stewart live on GB News on Sunday 18th December, sharing the traditions of card sending, and the continuing British love of cards. You can watch the interview below.
Radio
BBC Radio 4’s You and Yours on 12th December saw Jo Wilson at Dandelion Stationery convince Radio 4’s Bob Walker to send Christmas cards for the first time, in a piece that also included an interview with GCA’s Amanda Fergusson.
Dean Morris, retailer Sean Austin of Austin & Co Malvern, David Nichole-Rice from Ricicle Cards were among others getting their voice heard on national and local radio, as reported in ‘Cardies in media fight back‘, in PGBuzz. Plus Thortful’s md Pip Haywood appeared on BBC Radio 4’s Today programme on 14th December, saying Royal Mail strikes has cost the business “in the region of £1million” in lost sales.
Tom Swarbrick, of LBC radio’s drivetime show, also spoke to GCA’s Amanda on 15th December to understand the impact of the Royal Mail strikes. The interview is available to listen to below.
Online Influencers
The GCA’s campaign extended to many online influencers, who loved the whole card-writing/sending aspect and were very happy to share the joy of card sending with their followers. Plus magazine media coverage included an online Good Housekeeping competition which highlighted the key messages of Festive Friday and ran till Christmas.