HBO Teams Up With US Postal Service To Promote "John Adams"

HBO and the Postal Service are joining forces for the first time to co-sponsor a multimillion-dollar multimedia campaign that is intended to evoke the pleasures of sitting right down and writing yourself -- or anyone -- a letter.

The campaign promotes "John Adams," a seven-part mini-series scheduled to begin on the cable network on Sunday. The campaign includes television, print, online, retail and promotional elements.

The campaign, by the Civic Entertainment Group in New York, seeks to demonstrate what it calls the "power of the letter," which is also the U.R.L. for a special Postal Service Web site that is a central element of the campaign (thepoweroftheletter.com).

The Web site is the work of AKQA, which was recently named digital agency of the year by the trade publication Adweek. A Web site from HBO devoted to the mini-series (johnadams08.com) also directs visitors to the Postal Service's letter site.

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