When DHL withdrew all of its domestic activity
in the US, they needed a communications strategy to limit the damage. They also needed to send out a firm message that they were very much still involved in the international market in the USA.
Working with the design team at Maverick, we created a fully integrated campaign that focused on the heritage and expertise that DHL enjoys in the international market, and the fact they were indeed founded in the USA. All the creative centred around DHL being the Specialist in International since 1969, and the concept has proved to be a huge success across the US market, limiting the loss of former domestic and international customers, and driving impressive acquisition figures. This theme was also used on work I penned for a presentation at the World Economic Forum Annual Meeting in 2009.
british airways europe ads