DHL Launches New Integrated Marketing Campaign
Wednesday, 25 April 2007
DHL, a leading global express delivery and logistics company, has launched a new nationwide integrated advertising campaign highlighting the company's full-service shipping capabilities. The campaign will build upon the success of the company's "Customer Service is Back in Shipping" campaign launched in 2005, by focusing on DHL's core overnight, international and ground services and demonstrating the company's continued dedication to consistently going above and beyond for its customers and their business.
The campaign, which leverages the language and icons of the shipping industry, has been dubbed with the name "Stickers" for its use of simple icons to highlight many of the company's product offerings, such as overnight, 10:30 a.m., 12 p.m., and 3 p.m, as well as international and ground.
The new integrated campaign will feature television, print, online, and outdoor advertisements, with television ads on all major US broadcast and cable networks, and print advertisements running in business publications including The Wall Street Journal, Forbes, Fortune, and BusinessWeek.
In one television spot, airing in mid-April, DHL's international services are highlighted through the humorous account of an overnight shipment of fine china from Italy to the US where the plates, delivered in perfect condition, end up at a Greek wedding.
"By maintaining our warm tone of humor and spirit of friendly service, the new campaign will demonstrate our responsive approach to customers," said Karen Jones, senior vice president, corporate marketing and communications. "We want to make it clear that DHL is a company of people who have made a personal commitment to provide superior customer service through the products we deliver, and to educate people about DHL's full service offerings."
DHL has recently completed a $1.2 billion build out of its US domestic network and infrastructure, including an expanded primary air and ground hub in Wilmington, Ohio, seven new Regional Sort Centers located throughout the country, and the development of new, state-of-the-art distribution facilities for the East and West Coasts in Allentown, Pennsylvania, and Riverside, California.
The most recent upgrades to DHL's North American network include a new international gateway in Southern California to enhance the shipping service to and from Asia-Pacific and the Western US; a new gateway in Merida, Mexico to enhance service quality and meet the growing needs of DHL customers shipping across the US-Mexico border; and a North America Trade Lane initiative launched late last year to speed and expedite cross-border shipments for US, Canadian, and Mexican companies.
"DHL's operational improvements and network investments demonstrate our continuing commitment to delivering outstanding service, but we know that delivering a superior customer experience is not just getting your package from A to B -- it's everything that comes in between," said Hans Hicker, chief executive officer, DHL Express USA. "Everyone at DHL is dedicated to delivering on the promise of a superior customer service experience, changing the way the industry does business and helping our customers succeed."
In addition to the advertising campaign, DHL has launched a new Web site with summaries of each of the company's core capabilities. The Web site offers customers the opportunity to open an account and complete a survey about their unique shipping needs. All of DHL's new print and broadcast advertisements can be viewed online at www.dhl.com/stickers.