FedEx shows Asia-Europe capability in new campaign.

Our new campaign for European shipments was recently launched across the region. The official press release reads as follows:

FedEx Express (FedEx), a subsidiary of FedEx Corp. and the world’s largest express transportation company, has introduced a new advertising campaign to highlight its expertise in delivering Asian shipments to Europe.

This coincides with the promising trade opportunities between Asia and Europe. According to EuroState, China, South Korea, and Japan registered double-digit growth for exports to the 27 states of the European Union in the first six months in 2010, marking increases of 22%, 17%, and 12% respectively year-on-year.

The new advertising campaign consists of two visuals and a series of text-based executions that focus on FedEx understanding of the nuances of life and business across Europe, so it is able to deliver shipments to the region fast and reliably. For instance, the text-based approach draws on interesting facts such as “Shops in many Scottish towns close by midday on Thursdays” to highlight the subtle differences in doing business across Europe that might take Asian shippers unaware.

“FedEx recognizes the importance of inter-regional trade between Asia and Europe and its growth potential,” said Malcolm Sullivan, vice president, Marketing, FedEx Express Asia Pacific. “The central message of this latest advertising campaign highlights how FedEx Europe expertise and ‘know-how’ ensures an outstanding shipping experience.”

The new campaign will be launched in eleven Asia Pacific markets – Australia, Hong Kong, Japan, Korea, Malaysia, New Zealand, Philippines, Singapore, Taiwan, Thailand, and Vietnam; and is being adapted for print, online, outdoor and radio broadcast media.

The creative team was Gary Amante and Rey Tiempo. With account management by Ombet Traspe, Iking Uy and Kim Ylen.

Attached are two spots from the campaign.

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