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Annual Report Magazine FY 2015 - Tradition Upheld

AUSTRIAN POST ANNUAL REPORT 2015 29 Austrian Post took an innovative approach in 2015 with its Postcard App in order to promote the continuation of a beloved medium. In contrast, the issuing of commemorative stamps is by no means a new thing. It enables Austrian Post to repeatedly immerse itself in the world of art. TRADITION UPHELD Two classics as a complete work of art In designing the commemorative stamp issued together with the traditional Austrian company Swarovski, designers fused Alpine customs with the elegance of the Swarovski collection. This was a difficult but by no means impossible en­ deavour, as the result demonstrated. A stamp was created in the shape of an Alpine “Lederhose”­ (traditional leather trousers). It turned out to be a small work of art in 3D for which Alcantara leather and Swarovski crystals were processed. “The combination of Swarovski crystals with a Lederhose is actually obvious. Both are tradi­ tional symbols of the Alpine world. Through this commemorative stamp, we have combined two characteristic Austrian traditions in a completely new way to create a very special miniature work of art,” says a proud Günter Schmied, Philately. Holiday greetings via smart phone However, Austrian Post also helped another old cult classic to achieve renewed popularity. The starting point was the realisation that a printed postcard simply pleases people more than a pho­ to sent per e-mail or instant messaging service. This is true for most people although we live in an age when an increasing amount of communi­ cation is carried out digitally. The Postcard App enables Austrian Post to intel­ ligently fuse the advantages of digital and print media for private customers. The app makes it extremely easy for users to design individual postcards on their mobile phones. With just a few clicks, snapshots turn into personal holiday greetings. Users have a large number of layouts and options at their disposal. There are virtually no limits to a person’s creative freedom. Videos or audio messages can also be sent via QR code. After the picture is sent via smart phone, the postcards are printed by Austrian Post and mailed to the designated recipient. In this way, digital comfort in mailing is ideally linked with the emotional added value of physical delivery. Best regards from Austrian Post! TAKE A SNAPSHOT, SEND IT, BRING JOY TO OTHERS. The Postcard App can be downloaded free of charge for Android and iPhones. More information on the app and its functions at: www.post.at/postkarten-app ■ Rustic elegance: a new stamp links completely different Austrian traditions. AUSTRIAN POST ANNUAL REPORT 201529

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