UPS global blitz kicks off with eye on China

Pushing the company's brand positioning, 'Deliver more', the campaign consists of two 60-second TVCs with cutdowns being aired on pan-Asia cable channels. The campaign will eventually be rolled out in 23 countries. The biggest focus will be on China, where UPS plans a rapid expansion after acquiring direct control of its international express operations, Sinotrans, in 231 locations. The move cost UPS up to US$100 million, but has tripled the number of flights from the US and has significantly expanded its supply chain capabilities. The first of the two TVCs, called 'Meeting of the Minds', features popular French film star Jean Reno, best known for his role in The Professional. Reno plays a character from the future talking to a baby about his relationship with UPS and his belief in the company. The objective is to show UPS as a trustworthy and forward-looking company and to inspire businesses to work with like-minded entrepreneurial partners like UPS. 'Meeting of the Minds' will air in markets where there is already a strong brand presence. The second commercial shows the iconic brown UPS truck making deliveries around the world, with alternate endings in Shanghai and Tokyo. It aims to communicate the reliability of UPS and will air in markets where the UPS brand is newer, in order to build a stronger brand presence. Running for a year, print, outdoor and online advertising will support the TV spots. Below-the-line initiatives will also be implemented over the next few months. Additional commercials will also be rolled out over the course of the year. "UPS is the only company that provides comprehensive transportation, information and financial supply chain services that help customers compete and succeed globally," said Matthew McGee, vice-president of marketing for UPS in Asia-Pacific. "The new campaign showcases UPS' solutions beyond package delivery, highlighting this ability to help customers deliver more."