Global and local expertise in cross-border shipping will be highlighted in a new DHL Expressinternational advertising campaign that kicks off on October 4 and which will contrast with the new
UPS campaign focusing on logistics.The new campaign for time-critical products and services will run under the “No One Knows”slogan, the company announced in Beijing today. The advertising campaign targets small- andmedium-sized enterprises (SMEs) around the world, as well as key industry companies, and focuses onDHL’s unique knowledge of markets worldwide, regional and on local country levels. The campaign,which was conceived by the agency 180 Amsterdam, will run as a global campaign in 30 countriesincluding key markets such as China, India, Brazil, Mexico, UK and Germany starting October 4ththrough December.
Ken Allen, CEO, DHL Express, who presented the campaign at a press conference in Beijing, China,today, said: “The relevance of cross-border express services becomes clear to companies when theylook into opportunities abroad. DHL’s global capabilities and local knowledge can help companiesset up fast-to-market delivery systems, everywhere around the world. This is a central element ofthe campaign.”
DHL will run a series of advertisements to manifest its time-critical cross-border expressshipping capabilities. In addition, it will also stress its competencies in specialised full-rangeservices for industries, such as Health Care/Life Sciences, Technology, Oil & Energy and theAutomotive industry. DHL offers fully integrated solutions for companies in various industries bycombining the expertise of its three business units, Express, Global Forwarding and Supply Chain,to provide air, ocean and land transportation services.
In China, the DHL campaign will be focused on the theme ‘No One Knows China Like We Do’,highlighting the company’s experience and expertise in the country in a series of TV, print andonline ads.
Jerry Hsu, President, DHL Express Greater China Area and Executive Vice President, Deutsche PostDHL said: “The “No One Knows” campaign can be easily adapted for any country and industry that DHLsupports through our service portfolio. DHL was the first international express company to beginoperations in China and our 24-year successful developments in China have certainly proved that noone knows China like we do. Coupled with our time-critical international shipping expertise, wewill continue to help our customers expand their footprint and gain access into globalmarkets.”
The DHL campaign will contrast with the new UPS campaign “We Love Logistics”, focusing on itslogistics capabilities, which has run in print media, on television and in digital media in theUSA, China, the UK and Mexico since mid-September. Earlier this year, DHL ran an internationaladvertising campaign under the slogan “Excellence. Simply Delivered” which focused on its overallrange of express, forwarding and supply chain services.
The campaign starts at a time when recent trade data signals continuously strong export figures,DHL pointed out. According to recent data released by the Transport Research Center of theOrganization for Economic Co-operation and Development (OECD), airborne trade between Europe andAsia, Europe and the Middle East as well as Europe and the Americas has gained momentum in recentmonths, despite the recent global economic downturn. On particular trade lanes, such as traderoutes from Germany, the UK and France to destinations outside the European Union, trade volumeshave now surpassed pre-crisis levels in both directions. The data suggests a strong structuraldemand for higher-value fast-to-market goods, which typically travel by express.
