FedEx Corp., Memphis, TN, began a television and print advertising campaign July 5 focusing on FedEx Kinko's business services. It highlights FedEx Kinko's shipping prices, which the company claimed are up to 35 percent less than what The UPS Store charges.
The campaign, created by BBDO New York, includes nine television spots.
Unveiled is FedEx Kinko's new tagline, “Our Office Is Your Office.” The effort targets small-business and mobile-professional customers who increasingly use FedEx Kinko's as their “office on the road.”
Radio and online elements start this week. Online includes banner ads and rich media.
The campaign also includes direct mail, sent in late May. Millions of pieces went to prospects and existing customers. They promoted FedEx Kinko's Office and Print Centers and explained that FedEx Express and FedEx Ground packages can be shipped from Kinko's locations.
Recipients were offered 10 percent off a FedEx Kinko's products and services purchase, excluding shipping, when they spend $35 or more and also ship a package. The offer expires Aug. 31. The mail piece also gave the address of the recipient's nearest FedEx Kinko's.
Consistent throughout the DM and ad campaign is FedEx Kinko's positioning line, “Make It. Print It. Pack It. Ship it.”
“The DM actually launched this positioning line, and we tagged off on it in the advertising,” said Steve Pacheco, director of advertising for FedEx. “This positioning line hopefully shows, in a full-scale way, all the different things that you can do inside one of these new stores.”
Since acquiring FedEx Kinko's in February, the company has been rebranding the more than 1,100 centers in the United States. FedEx Kinko's offers the full range of FedEx day-definite ground and time-definite global express shipping services at all U.S. locations. FedEx Kinko's also provides access to FedEx Consolidated Returns Service, which lets e-tailers and catalog companies handle returns at all U.S. centers.
