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...