FedEx Corp.: Relax, It's Fedex campaign

Frank Caso

Witty and engaging ads, a hallmark of the Memphis-based FedEx Corp. for more than two decades, had helped propel the success of the shipping and transportation company.

FedEx Corp.: Relax, It's Fedex campaign

Frank Caso

OVERVIEW

Witty and engaging ads, a hallmark of the Memphis-based FedEx Corp. for more than two decades, had helped propel the success of the shipping and transportation company. In September 2003, however, in response to an economic downturn and highly competitive television advertising from rival United Parcel Service (UPS), FedEx sought to redefine itself to the public. That year the company launched "Relax, It's FedEx," its most ambitious ad campaign. Unlike past advertising, the "Relax, It's FedEx" campaign placed more emphasis on ground delivery and international shipping. It also emphasized the appeal...

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