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DHL Launches New Integrated Marketing Campaing


New Campaign to Build on Success of “Customer Service is Back in Shipping,”
Demonstrate Full Service Capabilities and Commitment to a Superior Customer Experience

DHL, the world’s leading global express delivery and logistics company, today launched a new nationwide integrated advertising campaign highlighting the company’s full service shipping capabilities. The campaign will build upon the success of the company’s “Customer Service is Back in Shipping” campaign launched in 2005, by focusing on DHL’s core overnight, international and ground services and demonstrating the company’s continued dedication to consistently going above and beyond for its customers and their business.

The campaign, which leverages the language and icons of the shipping industry, has been dubbed with the name “Stickers” for its use of simple icons to highlight many of the company’s product offerings, such as overnight, 10:30 a.m., 12 p.m. and 3 p.m as well as international and ground.

The new integrated campaign will feature television, print, online and outdoor advertisements, with television ads on all major U.S. broadcast and cable networks, and print advertisements running in business publications including The Wall Street Journal, Forbes, Fortune and BusinessWeek. In one television spot, airing in mid-April, DHL’s international services are highlighted through the humorous account of an overnight shipment of fine china from Italy to the U.S. where the plates, delivered in perfect condition, end up at a Greek wedding.

“By maintaining our warm tone of humor and spirit of friendly service, the new campaign will demonstrate our responsive approach to customers,” said Karen Jones, senior vice president, corporate marketing and communications. “We want to make it clear that DHL is a company of people who have made a personal commitment to provide superior customer service through the products we deliver, and to educate people about DHL’s full service offerings.”

DHL has recently completed a $1.2 billion build out of its US domestic network and infrastructure, including an expanded primary air and ground hub in Wilmington, Ohio, seven new Regional Sort Centers located throughout the country, and the development of new, state-of-the-art distribution facilities for the East and West Coasts in Allentown, Pennsylvania, and Riverside, California.

The most recent upgrades to DHL’s North American network include a new international gateway in Southern California to enhance the shipping service to and from Asia-Pacific and the Western US; a new gateway in Merida, Mexico to enhance service quality and meet the growing needs of DHL customers shipping across the US-Mexico border; and a North America Trade Lane initiative launched late last year to speed and expedite cross-border shipments for U.S., Canadian and Mexican companies.

“DHL’s operational improvements and network investments demonstrate our continuing commitment to delivering outstanding service, but we know that delivering a superior customer experience is not just getting your package from A to B -- it’s everything that comes in between,” said Hans Hicker, chief executive officer, DHL Express USA. “Everyone at DHL is dedicated to delivering on the promise of a superior customer service experience, changing the way the industry does business and helping our customers succeed.”

In addition to the advertising campaign, DHL has launched a new website with summaries of each of the company’s core capabilities. The website offers customers the opportunity to open an account and complete a survey about their unique shipping needs. All of DHL’s new print and broadcast advertisements can be viewed online at

About DHL
At DHL, Customer Service is back in shipping. Our mission is to provide the most flexible, personable and enjoyable experience in the shipping industry for our customers.

DHL is the global market leader of the international express and logistics industry, specializing in providing innovative and customized solutions from a single source. DHL offers expertise in express, air and ocean freight, overland transport, and contract logistic solutions as well as international mail services, combined with worldwide coverage and an in-depth understanding of local markets. DHL’s international network links more than 220 countries and territories worldwide with over 285,000 employees dedicated to providing fast and reliable services that exceed customers’ expectations.

Founded in San Francisco in 1969, DHL is a Deutsche Post World Net brand. For more information on DHL, please visit


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