UPS launched its first global business-to-business campaign, “We Love Logistics,” on September 13 to emphasize its breadth of services. The campaign includes direct mail, print, TV, digital, social media and out-of-home and targets business decision-makers.
The company worked with Ogilvy & Mather Worldwide, its global advertising agency of record, on the effort, as well as the agency’s specialist units. UPS hired Ogilvy last October.
“Logistics became the focus as a way to articulate everything we do,” said Betsy Wilson, director of global advertising at UPS, which has acquired more than 40 companies in the past decade to bolster its services. In addition to package delivery, UPS offers trucking and air freight, retail shipping and business services, customs brokerage, finance and international trade services.
UPS is first launching the campaign in the US, UK and China, followed by Mexico on September 20. It will run the effort in 25 countries.
The shipping company also created a dedicated microsite, www.thenewlogistics.com, which contains downloadable case studies of some clients, including electronics company Toshiba and plumbing product company Toto USA, said Maureen Healy, VP of customer communications at UPS. There is also a corresponding Facebook fan page, Twitter feed and YouTube channel, she said.
Wilson said the company will measure customer engagement and business impact.
“[We want to emphasize] UPS has a way to partner with clients and bring value to your business through our integrated network,” said Healy.