As EU Expands, UPS Heralds Services in Europe

United Parcel Service Inc. has begun an international brand advertising campaign with McCann Erickson London to promote how its service can help businesses throughout Europe.

The campaign, which started April 19, comprises four television spots supported by 15 press executions and outdoor, radio and online executions. It builds on the concept of “synchronization” established last year, which repositioned UPS from a package delivery company to a strategic business solutions partner.

“While last year's campaign successfully introduced the concept of synchronized commerce, this year's campaign is all about providing the proof that UPS can deliver it,” said Susan Fletcher, a UPS Europe spokeswoman in Brussels. “The work demonstrates exactly how UPS can help companies of all sizes manage growth and, by doing so, continues to elevate our relevance to companies far beyond shipping.”

The creative communicates different messages to different audiences, from senior executives planning to advance their business in line with their vision, to middle managers aiming to marry cost and efficiency and dispatch managers looking to operate a shipping department smoothly.

The effort runs in 54 markets outside the United States. Media was planned and bought by Universal McCann.

Ads also have been tailored for the May 1 addition of 10 countries to the European Union. UPS is increasing delivery options to those 10 countries.

“Our most robust portfolio of services are operating within the European Union because of the benefits of freedom of movement of goods and no barrier to trade,” Fletcher said.

For example, UPS can offer these countries time-definite or day-definite services without the risk of items being held in customs clearance.

One print ad, dubbed “The Polish Printer,” appears in the national business press in the longtime EU member states and includes the tagline “From May 1, reach the Polish printer as easily as the German designer.” It explains that “the borders are coming down all over the European Union, and your life has just become a whole lot easier.”

It then says, “that's because UPS is here to help you take advantage of these 10 new member states. The tailor-made UPS services that you've enjoyed within the EU have been extended to these member states. The same flexibility to choose between urgent delivery you need within hours, or the shipment you want within a few days. Europe's wide open for business.”

It also shows a UPS employee delivering a UPS box to a European design firm and the tag line “Shipping Synchronised.”

The other print ad, dubbed “People,” runs in national business press in the new member countries and says, “From May 1, UPS gives you the choice the EU has enjoyed for years.” The ad also includes the tag line “Shipping Synchronised” and shows different UPS employees such as drivers and a pilot to represent the different delivery options.

UPS also has two radio spots in the new and current EU member states.

The ads are running in the local language of the country where they will appear.

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