DHL has launched its latest branding initiative in Asia-Pacific, a campaign entitled “All the Way”,emphasising the integral role the company wants to play in contributing to customers’ success.
The campaign, which is being rolled out in the region in the first quarter of this yearthrough print and TV ads, posters and a dedicated web site, was created with the help ofadvertising agency Ogilvy & Mather and inspired by DHL employees prepared to go all the way forcustomers, the Deutsche Post subsidiary said.
“For us, ‘All the Way’ means that at DHL we truly have our customers’ best interests at heartand that we will go the ‘extra mile’ to fulfil what we have been tasked to do,” explained DanMcHugh, senior vice-president (commercial), DHL Express Asia Pacific.
“The campaign demonstrates different ways in which we are going ‘All the Way’ for ourcustomers, to achieve our goal of becoming their first choice for all their express and logisticsrequirements.”
DHL is investing more than EUR 100 million in Asia Pacific this year in a bid to increase itsrevenues from the region by up to 18%.
