DHL Express International Americas: Closer to the Customer
DHL, the world’s leading express delivery and logistics company, is seeking to consolidate its leadership position in Latin America through a strategy that not only highlights the company’s speed and reliability but also shows its human, innovative and compassionate side.
DHL Express International Americas’ new branding campaign includes strategic alliances with the popular regional television channels MTV Latin America, Fox Sports Latin America and leading regional business magazine Latin Trade, as well as initiatives to connect with people through various social responsibility programs.
“The DHL brand is recognized for its effectiveness and efficiency – what we’re seeking to do now is to reveal the human aspect of our brand to current and potential customers,” said Samuel Cuñado, Vice President of Marketing for DHL Express International Americas.
According to Cuñado, the company’s branding campaign will be one of the key factors in meeting the double-digit growth target that DHL has set for the region. To achieve that goal, DHL Express International Americas has broadened its commitment to a region with one of the world’s youngest populations by closing an alliance with MTV Latin America, and serving as an official sponsor of Premios MTV – with the aim of promoting pop music in the region while also reaching out to today’s young, dynamic customers.
The agreement with MTV is in addition to a presenting sponsorship deal DHL signed with Fox Pan American Sports in 2005 for the latter’s annual Premios Fox Sports, which recognizes the efforts of the region’s best athletes. DHL also signed an agreement with Latin Trade magazine to sponsor the publication’s Bravo Awards, an annual event in which Latin America’s top companies and executives are honored for their contributions to business, politics and the environment.
DHL Express International Americas, which includes Latin America, the Caribbean and Canada, is also involved in several social responsibility initiatives, among them DHL Canada’s “Gulu Walk” to raise funds for the abandoned children of northern Uganda; DHL Mexico’s support for the Teletón Foundation, and other programs like DHL Brazil’s assistance with programs to eradicate hunger in that country.
In addition to these initiatives, DHL conducts global programs including the Disaster Response Teams (DRT) in association with the United Nations, while also offering logistical and financial support to join UNICEF in its battle against infant mortality.
DHL is confident that through these branding campaigns and socially responsible initiatives it can show another side of the company that is closer to the customer – demonstrating the quality services it provides to a diverse clientele, while promoting sports, entertainment and offering assistance to communities in need.
