FedEx promotes services with international effort

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FedEx is conducting an international advertising effort promoting the shipper as a reliable partner during an uncertain economic period. The effort, which uses the tagline “FedEx delivers to a changing world,” contains digital elements and a microsite.

The initiative, which launched last month, is targeting small-to-medium businesses and influencers in the UK, Germany, South Korea, Japan, Brazil, China and Mexico. Its goal is to expand the company's customer base in those countries, said Raj Subramaniam, SVP of international marketing at FedEx.

“The timing seems to be right to take the approach to say that in these uncertain times, FedEx is going to stand behind you,” he said.

FedEx's print ads drive consumers to a microsite,, which describes in depth a range of FedEx's services and asks for business information. The spots are running in publications that are well-read by the international business community, such as The Wall Street Journal and The Economist. The effort's banner ads also link to the microsite.

Additional digital and social media elements may be added to the initiative, said Subramaniam.

The company worked with BBDO Worldwide's New York and Manila offices on the effort's creative, and OMD for media buying. Both agencies are under the Omnicom umbrella.

FedEx reported in September that its fiscal 2010 first-quarter earnings fell 53%. It predicted that its profit will remain weak through the end of this year. Rival UPS reported a 43% drop in third-quarter profit last month.

Last week, UPS selected Ogilvy for global ad duties, with sister company Maxus handling media-placement duties.

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