DHL rolls out its biggest advertising campaign worldwide

DHL Express has announced the launch of its most ambitious global advertising campaign across 42 key markets worldwide. The International Specialist campaign highlights its global expertise and enhanced customer service supported by a significant brand programme.

e4m by exchange4media Staff
Published: Oct 1, 2011 10:39 AM  | 2 min read
DHL rolls out its biggest advertising campaign worldwide

DHL Express has announced the launch of its most ambitious global advertising campaign across 42 key markets worldwide. The International Specialist campaign highlights its global expertise and enhanced customer service supported by a significant brand programme.

The campaign has been developed by 180 Amsterdam, while Proximity is the supporting network agency.

The company is expanding its worldwide capabilities and improving customer service through a significant investment programme into infrastructure, employees and the brand. As part of these initiatives, DHL Express is investing in a Certified International Specialist programme, which endorses all its 100,000 employees as ‘International Specialists’ in the Express shipping industry.

Ken Allen, Chief Executive Officer, DHL Express, explained, “By continuously upgrading our global infrastructure, we are ensuring that we are International Specialists of the Express industry, helping our customers reach more global destinations, significantly faster with maximum reliability and a proven expertise as pioneers of this industry.”

RS Subramanian, Country Head, DHL Express India, added here, “DHL continues to maintain its leadership position and grow exponentially. It is a constant focus to provide our customers with solutions required to take their business to the next level, globally. This campaign reiterates our service promise to our customers in India.”

The International Specialist advertising campaign will run in national and global media across 42 key markets, translated into 25 local languages and will be screened over 280 TV stations. Additionally, 360 print publications with over 1,100 insertions will spread DHL’s message of offering unrivaled speed, efficiency and strong customer service. The campaign also includes over 2.16 billion online impressions and its distinctive re-mixed soundtrack of the worldwide classic ‘Ain’t No Mountain High Enough’, will be played over 200 radio stations and can be downloaded.

The campaign launched in India on September 26, 2011 and will be seen across TV, print, outdoor and digital media.

The campaign reiterates DHL’s strong leadership position in the Express industry by cementing DHL Express as the International Specialists in Express shipping. The company is investing in improving staff service levels through their Certified International Specialist (CIS) programme. Designed by DHL, the accreditation programme is aimed at increasing employees’ expertise in helping our customers grow their business internationally. By October 2011, all 100,000 DHL Express employees globally will have completed the foundation program. Ken Allen said, “We understand that our employees are what makes us the number one express company in the world and we are committed to investing in them to ensure that DHL has a competitive edge to succeed in the global marketplace.”
 

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