Deutsche Post World Net launches a world-wide advertising campaign around the new DHL brand
German kick-off with the Gottschalk duo in TV and print starts 1 MayBerlin, 04/30/2003, 11:30 AM CEST
Deutsche Post World Net starts its world-wide DHL advertising campaign at the beginning of May. The Group has integrated all of its express and logistics business under the DHL brand. The new DHL stands for "more power", "more coverage", "more flexibility", "more speed" and many other attributes which will be picked up in the advertisements around the world. The Gottschalk brothers, as a seasoned advertising duo, are featured in the new TV spot as well as in the advertisements and posters in Germany. The spot will run starting 1 May on the major television channels.
In December 2002, Deutsche Post increased its shareholding to 100 percent in DHL International, the world market leader in the courier and express business. Now, the courier and express business - previously DHL-, the parcel business - previously Euro Express - and the logistics business - previously Danzas - will be brought together world-wide under the internationally recognised DHL brand. Vehicles, packing materials and buildings have already been converted to the uniform, new design from 1 April under the motto "One face to the customer". The complete brand relaunch - new design and advertising - is costing around EUR 125m.
The campaign shows that the future DHL has more to offer: more know-how - the know-how of three companies. More efficiency - through integrated networks. More complete solutions, that is to say, logistics from a single source. That is why the word "more" stands at the centre of the campaign. In the words of Chairman of the Board Dr Klaus Zumwinkel: "The buzzword 'more' enables us to get our message across clearly and simply. It is a message that will be universally understood". The "more" motif will be translated into the languages of the respective countries and inserted into newspapers and magazines. The overall logistical competency of DHL will be the central theme of the "pyramid" television spot: Even the ancient Egyptians set DHL to building the pyramids.
Parcel post is the focus of the German campaign with the Gottschalk brothers - in the TV "Speed" spot as well as in the advertisements. Deutsche Post's situation is unique here: whereas DHL's customers on an international level are primarily from the business sector, in Germany business as well as private customers are at the forefront. Deutsche Post's international coverage plays a leading role in business life, which is reflected in the new DHL brand. As far as private customers are concerned, the main area of interest is home parcel delivery.
The "new DHL" will be delivering around 2 billion items annually in Europe alone. DHL employs around 150,000 staff and has approximately 60,000 vehicles and 250 air craft.