DHL has this week launched the second wave of its successful International Specialist advertising campaign. Accompanied by the signature “Ain’t No Mountain High Enough” soundtrack, the campaign will feature on pan-global TV channels and national channels in China, India, Mexico, Norway, South Africa, South Korea, Turkey, the United Arab Emirates (UAE) and the UK.
The campaign celebrates DHL’s world-class partnerships with Manchester United and Formula 1™ with two dynamic spots filmed on location in Brazil, Japan, the UAE and at the legendary Old Trafford stadium in the UK. In the Manchester United TV spot, the world’s most international company teams up with football superstars Ryan Giggs, Javier Hernandez, Wayne Rooney, and club manager Sir Alex Ferguson to showcase the global talent and expertise shared by the two brands.
A training top for each employee
The advertising campaign has not been limited to the screen, however. DHL Express has also celebrated its Official Logistics Partner relationship with Manchester United by giving each of its 100 000 employees around the world a Manchester United training top emblazoned with the DHL brand, spreading the excitement around the relationship via dedicated “brand ambassadors” in over 220 countries and territories worldwide.
“For DHL, a claim in an advertising campaign means nothing without a committed team of international specialists and a world-class express delivery network behind it,” said Ken Allen, CEO of DHL Express. “This latest campaign represents a celebration of the global partnerships which help our customers to connect emotionally with the DHL brand. However, we are also celebrating the investments we have made into the people and network that bring our brand to life and connect our customers with their own business partners around the world every day. One year after the launch of the biggest worldwide advertising campaign in our history, I’m very proud to once again be announcing to the world that there Ain’t No Mountain High Enough for DHL.”
Over the last year, DHL Express has made significant investments into its global network. 2011 saw 100 000 employees complete the unique Certified International Specialists program, one of the largest training programs ever undertaken by a company, where staff revisited the entrepreneurial roots of DHL and explored the fundamentals of international shipping. The company has also launched a revolutionary new round-the-world-flight, connecting Leipzig, Hong Kong and Los Angeles, and reducing the transit time between key Asian origin cities and the Western US by one day. Other major investments include a US $47 million expansion of the DHL regional hub for the Americas region in Cincinnati and a new US $175 million hub in Shanghai for the North Asia region, scheduled to open in July 2012.
The first wave of the International Specialist advertising campaign, which launched in May 2011 with the Speed of Yellow theme, was recognized with awards in Hong Kong, Russia, the UAE and the US.