DHL brings competition and choice to US express delivery business
DHL, the world's leading express delivery and logistics company, have launched an aggressive new advertising and marketing campaign to demonstrate the company's firm commitment to bringing increased competition and choice to the U.S. express and ground parcel market. The integrated marketing campaign, in which DHL will invest approximately USD150 million over the next six months, will emphasize the company's unmatched global network, enhanced domestic strength and comprehensive platform of products and services.
The campaign marks the first time the company will air advertisements on television since the famous DHL flying vans in the early 1980's. Elements of the new campaign will include broadcast, print, interactive and outdoor advertising as well as sponsorships and public relations. While DHL is well established as the global market leader outside of North America, the campaign will be also reintroduce the company to U.S. audiences.
"At DHL, we built the world's premier global delivery network by trailblazing express shipping in one country after another and assembling a comprehensive portfolio of shipping solutions formed around the needs of our customers," said John Fellows, Chief Executive Officer, DHL Americas. "We'll use that same energy and expertise to provide the American market with a much needed third competitor in an industry that has effectively been a long-held duopoly."
Long a global leader in express delivery and logistics, DHL acquired Airborne in 2003 and has fully integrated its U.S. network to expand domestic services and bundle customized solutions for businesses. The added resources allow DHL to offer customers across the country the most comprehensive range of shipping and logistics services from a single, one- stop source. Customers that have desired more choice for express and ground parcel delivery as well as increased competition among providers, will finally have a strong alternative shipping provider.
"Competition. Bad for them. Great for you."
The advertising campaign, developed by Ogilvy & Mather New York, makes clear DHL's aim to infuse new competition and choice in the express delivery market. In a broadcast spot to begin airing nationally tonight, drivers for rival express delivery companies watch, stunned as a freight train rolls by carrying dozens of new trucks bearing the striking new red DHL logo over a bright yellow background, signalling DHL's increased presence in the U.S. market. The tagline, "Competition. Bad for them. Great for you." reinforces the benefits of healthy, competitive markets for companies of every size, from small- and medium-size businesses to Fortune 1000s.
"As our red and bright yellow trucks begin rolling through the streets, advertising increases and customers see our expanded product offering, the realization will set in that DHL is an even more powerful force in the American marketplace," said Dick Metzler, Executive Vice President of Marketing, DHL Americas.
DHL will have a significant presence on primetime network and cable television as well as early morning and late night talk shows. Ads emphasizing competition, innovation and choice will also appear in leading business publications and online as well as on billboards in strategic markets across the U.S. Ogilvy PR Worldwide will conduct a complementary public relations campaign to re-introduce the global express and logistics leader to core constituents and opinion leaders.
Over the coming months, DHL will place the new red logo over bright yellow background on all buildings, vehicles, courier uniforms, packaging units and drop boxes across North America. The introduction of the new logo follows an initiative by parent company Deutsche Post World Net to align and identify all properties worldwide under the DHL brand.
"Very soon DHL will be as familiar a presence in the U.S. as we are in more than 220 other countries and territories worldwide," explained Metzler. "Using a full 360-degree arsenal of marketing channels we are showcasing the DHL brand's value message to current and potential customers across all points of contact."
