Running in regional business titles, including Forbes, Time, Newsweek and International Herald Tribune, the print burst will act as supporting collateral for recent TV executions, which also focused on China. The drive comes on the heels of key rivals DHL and UPS each rolling out further creative based on their 'All the way' and 'Deliver more' positionings, respectively.
"We wanted to position FedEx as the team to trust when delivering packages to China, and we focused on China because it's the region's emerging economic power," said David Guerrero, chairman and chief creative officer, BBDO Guerrero Ortega. The print spots, in FedEx's colours, feature lines such as 'Late deliveries make people angry. China has 1.3 billion people', and 'Xuzhou. Suzhou. One letter and 470 kms apart', before drilling down to the tagline: 'Make sure there's no mix up. Trust the FedEx team in China.'
