DHL Releases Olympics-Themed Ads

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DHL, Plantation, FL, unveiled a print, broadcast and online advertising campaign July 28 identifying the company as a supporter of Team USA in the upcoming Olympic Games in Athens.


The ads will run prior to and during the Games this month. DHL is the official express delivery and logistics provider of the 2004 U.S. Olympic Team.


The campaign consists of five 15-second television spots created by Ogilvy & Mather, New York. The spots depict athletes training for competition aided by DHL employees, including a long jumper landing in packing peanuts, a weight lifter being spotted by a forklift and cyclists peddling in place on a rolling ramp.


Through an exclusive broadcast agreement with NBC, DHL will be the only express delivery company to air national television ads on the network during the Games. The spots also will air on other networks and cable television outlets. Also, three new print executions will run in leading general interest and business publications. Online advertising will appear on a range of high-traffic sites.


The Olympic effort is part of the advertising and marketing campaign the company launched in June to emphasize its global network as well as its products and services.


"Since we launched our comprehensive integrated advertising and marketing campaign, the response from customers has been overwhelming," said Dick Metzler, executive vice president of DHL Americas.


DHL will provide express delivery services to and from Athens for U.S. athletes, U.S. Olympic Committee staff, volunteers and attending sponsors.


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