FedEx launches global advertising campaign
Paris, November 19 2007 — FedEx Express (FedEx), a subsidiary of FedEx Corp. (NYSE: FDX) and the world’s largest express transportation company, today announced the launch of a new global advertising campaign, the first of its kind for the company. The campaign, titled “Behind the Scenes,” reinforces how FedEx helps customers access market opportunities – globally and locally – around the world. Beginning today, the campaign will be introduced in the UK, France, Germany, Italy and in the Indian subcontinent as well as in several strategic markets around the world.
“Since its inception, FedEx has established itself as one of the most respected and admired companies in the world, and in many markets, the FedEx brand has come to stand for reliability and speed,” said Rajesh Subramaniam, senior vice president of International Marketing, FedEx Services.
“This new advertising campaign capitalizes on the tremendous opportunity to extend the strong legacy of the FedEx brand worldwide by communicating our core vision and values in a consistent and relevant manner in strategic markets around the world.”
The “Behind the Scenes” campaign creatively illustrates key themes: Access, Success and Growth. Through the lens of these themes, the campaign captures how organizations engage the global marketplace today and the role that FedEx plays in helping its customers realize potential opportunities – whether those prospects are in their local communities or around the globe.
“Ever-expanding access has catalyzed the market cycle, enabling businesses and individuals to engage in the marketplace in new ways and more rapidly than ever before,” said Nathalie Amiel-Ferrault, Manager-Director Communications and Brand.
“This campaign captures how FedEx helps our customers succeed in this dynamic market environment by reinforcing our expertise and commitment to delivering an outstanding customer experience consistently around the world to help our customers achieve their business goals.”
The ads will be implemented in strategic print and online media in multiple languages and will be rolled out in 14 countries around the world including the UK, France, Germany, Italy, India, Hong Kong, China, Singapore, Taiwan, Korea, Japan, Mexico, Brazil and Canada. The campaign was created by BBDO New York, which has been the lead advertising agency for FedEx for 18 years. BBDO Worldwide is the third leading global agency network with 302 offices in 77 countries.
About FedEx Express
FedEx Express is the world’s largest express transportation company, providing fast and reliable delivery to every U.S. address and to more than 220 countries and territories. FedEx Express uses a global air-and-ground network to speed delivery of time-sensitive shipments, usually in one to two business days with the delivery time guaranteed.
About FedEx Corp.
FedEx Corp. (NYSE: FDX) provides customers and businesses worldwide with a broad portfolio of transportation, e-commerce and business services. With annual revenues of $36 billion, the company offers integrated business applications through operating companies competing collectively and managed collaboratively, under the respected FedEx brand. Consistently ranked among the world’s most admired and trusted employers, FedEx inspires its more than 280,000 employees and contractors to remain “absolutely, positively” focused on safety, the highest ethical and professional standards and the needs of their customers and communities. For more information, visit http://news.fedex.com.