Taipei, October 20, 2010 – FedEx Express (FedEx), a subsidiary of FedEx Corp. (NYSE: FDX) and one of the world’s largest express transportation companies, has introduced a new advertising campaign to highlight its expertise in delivering Asian shipments to Europe.
This coincides with the promising trade opportunities between Asia and Europe. According to EuroState, China, South Korea, and Japan registered double-digit growth for exports to the 27 states of the European Union in the first six months in 2010, marking increases of 22%, 17%, and 12% respectively year-on-year[1]. [Localise as appropriate: In Hong Kong, distinct year-on-year increases were registered in the value of total exports to Netherlands (+18.8%), Germany (+17.7%) and the United Kingdom (+10.2%) in the three-month period ending August 2010[2]. In Singapore, the export to EU markets marked a 75% year-on-year growth in June 2010, with a particular strong performance in electronics-related goods (+88%) and pharmaceuticals (+104%)[3].]
The new advertising campaign consists of two visuals and a series of text-based executions that focus on FedEx understanding of the nuances of life and business across Europe, so it is able to deliver shipments to the region fast and reliably. For instance, the text-based approach draws on interesting facts such as “Shops in many Scottish towns close by midday on Thursdays” to highlight the subtle differences in doing business across Europe that might take Asian shippers unawares.
“FedEx recognizes the importance of inter-regional trade between Asia and Europe and its growth potential,” said Malcolm Sullivan, vice president, Marketing, FedEx Express Asia Pacific. “The central message of this latest advertising campaign highlights how FedEx Europe expertise and ‘know-how’ ensures an outstanding shipping experience.”
The new campaign will be launched in eleven Asia Pacific markets – Australia, Hong Kong, Japan, Korea, Malaysia, New Zealand, Philippines, Singapore, Taiwan, Thailand, and Vietnam; and is being adapted for [print, online, outdoor and radio broadcast media].
Since the beginning of the year, FedEx has introduced a number of service enhancements across key Asian markets to further strengthen connectivity to Europe, such as the launch of a new direct flight from Hong Kong to Charles de Gaulle airport in Paris, offering overnight service for International Priority® shipments across Europe, an industry first. In September, FedEx also introduced later pick ups low-value shipments bound for Europe from Shanghai, Suzhou, Hangzhou, Ningbo and Shaoxing in China.
[1] EuroState News Release 136/2010, September 16, 2010
[2] The August 2010 issue of “Hong Kong External Merchandise Trade”, HKSAR, August 2010
[3] Singapore’s External Trade June 2010, Singapore Government, July 14, 2010