DHL Sponsorship

DHL's core objective was to boost awareness of, and familiarity with, the overall DHL brand. Anecdotal feedback has been excellent and as a result of this campaign DHL have decided to run a second phase.

DHL Sponsorship

How DHL used the power of radio sponsorship to change consumer language in favour of the brand

Background

DHL is the worlds largest air express carrier, delivering documents, parcels and freight round the world 24 hours a day. Key competitors in the UK are UPS, FedEx and TNT who are all significant investors in advertising for their brands. In 1998 DHL had been the biggest advertiser (5.8m) followed by UPS (2.3m). Both were investing heavily in TV with radio as a key support medium.

In the face of increasing competitive activity, especially in London, DHL, through their media...

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