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FedEx Express highlights its people

FedEx Express, a subsidiary of FedEx Corp, has rolled out a global campaign “FedEx. Solutions Powered by People” to highlight its local expertise and its people-oriented approach.

Targeting small and medium-sized enterprises, the campaign aims to demonstrate the company’s local knowledge and expertise in Asia Pacific and around the globe.

“Small and medium-sized businesses are increasingly looking beyond their own borders for opportunity and growth,” said Malcolm Sullivan, vice president, Marketing, FedEx Express Asia Pacific.

The creative of the campaign will revolve around three themes including the first phase “Local Expertise”, depicting FedEx Solutions and demonstrating FedEx’s knowledge and understanding of customer; Followed by “Near and Far”, using imagery of contrasting international cities to illustrate how the company’s network delivers solutions around the globe; And the last phase “Tracking and Visibility”, shedding light on FedEx’s technology, approaches and systems services.

The campaign includes print and online advertising, search engine marketing and various out-of-home as well as mobile channels. It will also be supported by landing pages on the fedex.com website and a series of customer testimonial videos, where business leaders can find supplementary information about innovative transportation solutions as they seek to expand their businesses beyond their own borders.

BBDO Hong Kong was the agency responsible for creative aspects of the campaign while OMD handled media buying and planning activities. Ketchum is responsible for PR duties.

The first phase of the campaign will run until mid-December while the rest of the phases will commence early next year across numerous markets including China, Hong Kong, Japan, Taiwan, Singapore, and South Korea.

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