When was the last time you wrote a letter? I’m not talking email either…i mean good ole fashion pen, paper, envelope and a stamp? Its been a while right? As one might imagine the United States Postal Service has been most adversely effected by the advent of email, IM, social networking and other digital communication.

Well it looks like the USPS is FINALLY fighting back. Instead of raising stamp prices…again, they’ve devised a pretty creative marketing partnership with HBO to co-sponsor a multimillion-dollar multimedia campaign, intended to once again get Americans to become pen pals.

According to the New York Times, the campaign is part of the promotional push surrounding the premier of HBO’s seven-part series “John Adams,” featuring Paul Giamatti. Created by the Civic Entertainment Group, the campaign attempts to inspire the “Power Of The Letter.” The advertising efforts will integrate across television, print, online, retail and promotional mediums. To maximize the exposure, Post Offices across the country will be plastered with the campaign. Even the cancellation marks on envelopes sent through the post office will bear the web site, along with a quotation from Adams: “Let us dare to read, think, speak and write.”

I’ve gotta give it up to the brass at the USPS. Instead of continuing to play victim to technology, they’re beginning to take the fight back approach that the music industry has adopted. Unlike the music industry however…this plan is actually good. In fact its great! Naturally it will be short lived as I’m sure the buzz will die once the mini-series premiers and especially if it bombs. Just associating with HBO is a win!

I know I’m giving the Postal Service a lot of credit here and in actuality it maybe HBO (or better yet the ad agency) that deserves most of it but for an entity that’s been so beaten up over the years they can take what they can get. The one question is who pays for the campaign? Although the price of the stamp WILL be going up, HBO is actually picking up the check. A very…very good look.