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‘John Adams’ Promo Pairs HBO and USPS

In a rather odd pairing, HBO and the Postal Service have teamed to promote the virtues of letter writing and the mini series John Adams.

Not exactly peas and carrots, right? The $5-10 million dollar campaign, all of which is being paid for by HBO, will encompass TV, print, online and retail. The campaign will also attempt to demonstrate the timeless appeal of writing letters - rather than emails. Serving as inspiration are President John Adams and wife Abigail, prolific letter writers who exchanged more than 1000 missives in the late eighteenth century.

What may be the most compelling aspect of the campaign, as reported by the New York Times, is the Postal Service’s willingness to play along. The giant mailer recently thawed its stance on working with marketers when it teamed with Pillsbury for a campaign selling holiday stamps and filmmaker George Lucas for a Star Wars campaign. The co - pro also demonstrates the openmindedness of media conglomerates such as Time Warner to look beyond conventional promotions.

The first installment of the seven-part series starts airing on HBO March 23 and will then repeat approximately twelve million times.