DHL reinforces Asia Pacific market leadership position through launch of new regional brand campaign
Focus on going "All the Way" for its customersBonn, 01/08/2007, 10:30 AM CET
DHL, the world's leading express and logistics company, today announced that it will be launching its latest branding initiative, "All the Way", highlighting the company's key differentiators, featuring its people and pro-active service-oriented attitude to communicate the company's personal touch in everyday situations. The core elements in the communication are: a good express provider, easy to deal with, knowing and rewarding our customers, innovation of service and product, and a global trade facilitator, in making DHL the customers' first choice.
The campaign, expected to roll out across the region in the first quarter of 2007, aims to reinforce DHL's tagline of going "All the Way" for customers by demonstrating that DHL is committed to playing an integral role in contributing to customers' success.
"For us, 'All the Way' means that at DHL we truly have our customers' best interests at heart and that we will go the 'extra mile' to fulfill what we have been tasked to do," said Dan McHugh, Senior Vice President - Commercial, DHL Express Asia Pacific. "The campaign demonstrates different ways in which we are going 'All the Way' for our customers, to achieve our goal of becoming their first choice for all their express and logistics requirements. The campaign showcases unique facets of DHL's quality service experience of which some of our customers may not know about - for example, our DHL Quality Control Centers or QCCs that are strategically located in all Asia Pacific markets and help us monitor all customer shipments, 24 hours a day, to ensure seamless delivery of all shipments by anticipating any potential problems."
The creative executions and testimonials for the brand campaign will give DHL's new and existing customers a deeper and closer insight into the personalized and dedicated service that DHL provides. A major inspiration for the brand campaign were the DHL employees themselves whose inherent true life accounts to go all the way for their customers served as the foundation upon which the campaign was based on.
DHL's Asia Pacific brand campaign, which was created with the assistance of Ogilvy & Mather, is launched simultaneously across all countries in Asia Pacific and will be rolled out through a combination of print and television advertisements, outdoor placements and the campaign's official website www.allthewaydhl.com in the first quarter of 2007.