TNT Post UK, the second largest private postal service in the country and Royal Mail’s chief rival, has rebranded as Whistl, following the separation of TNT Group.
Following the individual stock market listing of PostNL and TNT Express in 2011, TNT Express retained the rights to use the TNT brandand PostNL, and its international operations, were required to change their brands by the end of 2014.
The Whistl rebrand, overseen by director of marketing and communications Melanie Darvall, follows extensive research and development work over the past 18 months. The company said feedback consistently regarded TNT Post staff as its greatest asset and its key differentiator from competitors in the delivery market. The brand and launch campaign has been developed by Leamington Spa-based agency Sutcliffes.
The firm claimed the Whistl brand “reflects happy people and is a natural reaction when people are happily going about their work”. It covers the four operational areas of the delivery company – Mail, Packets and Parcels, Doordrop Media and Logistics.
The company began operating within the UK postal sector in 2004 and over that time has grown to become the main challenger to Royal Mail in the postal market. It claims to collect 22% of UK mail, processing more than 4 billion items a year.
PostNL, the current parent company of Whistl, will continue to operate under that brand and in Germany the operations have been renamed Postcon and in Italy, Nexive.
Whistl chief executive Nick Wells said: “We have reached another significant milestone in our history with the name change to whistl. The new brand reflects the team work culture of our business, our positive can-do attitude and our aim to do the right thing for our colleagues, customers and the communities in which we work.
“Whistl is dynamic and entrepreneurial; we will continue to make a noise in the industry, whether this is through innovation or challenging convention, so our clients continue to love us and we continue to be successful.”
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