FedEx Loves N.Y.C.

Digitas celebrates Manhattan in a new poster campaign for 10-year client Federal Express.

A half-dozen print executions relate the client’s services todifferent districts in Manhattan, where the signs are appearing in the windows of 60 FedEx locations.

The goal is simple: give FedEx more local visibility as it strives to remain competitive in the business-delivery sector, said agency vice president and creative director Margaret Hart.

One sign, reading “Market Wise,” shows two messages on the same signpost. “Wall St.” points in one direction, “FedEx Express” points in the other.

Another effort pays homage to the city’s garment district. It reads, “Fashionably on Time” and shows a FedEx envelope on a hanger.

A third piece touts Manhattan’s status as the nation’s advertising capital. Headlined “Creative Solutions,” the sign shows a FedEx box stuffed with paint brushes, rulers and color swatches.

In addition to Hart, creative credits include agency copywriter Metta Miller and designers Susan Pearson and Amy Schottenfels.

Digitas in Boston has worked with the Memphis, Tenn.-based client for seven years on direct-mail and interactive campaigns. BBDO in New York is responsible for Fed-Ex’s media advertising.

National broadcast advertising for Federal Express extends the company’s local marketing objective. A six-spot television campaign created by BBDO is airing on network and cable channels. The commercials feature a fast-talking duo who outline FedEx-aided business success stories.