United Parcel Service is spending around $35 million on a new television, newspaper and onlineadvertising campaign aiming to differentiate its business from that of express competitors.
The campaign, called “Whiteboard”, where a man stands at a white board and explains in brownpen the integrated services UPS offers, is its largest since the 2002 marketing push “What BrownCan Do For You”, which cost about $20 million.
UPS vice-president for brand management, Larry Bloomenkranz, told the Associated Press newsagency that the new campaign was unconnected with UPS’s centenary – the carrier was founded in 1907and this year celebrates its 100th anniversary – and represented “an engaging way of drawing peoplein to pay attention to our messages”.
In October, the company announced third-quarter revenues up 10.5% to $11.6 billion and a risein operating profit of 9% in the US and 22% internationally. Fourth quarter results are expected on30 January.
