FedEx Tries Global Push

NEW YORK FedEx said it has launched its first unified global marketing campaign.

The work by BBDO, New York, incorporates the words “Access,” “Success” and “Growth” to emphasize the benefits of using FedEx.

According to the company, the ads are designed to take customers “behind the scenes,” showing the advantages of using the carrier. “This campaign will communicate how FedEx allows our customers to access opportunities for their businesses in the global marketplace,” said FedEx rep Carla Boyd.

The focus of the campaign will be largely print and online, according to Rajesh Subramaniam, svp, international marketing at FedEx Services. Online banner ads will direct visitors to a dedicated site, Experience.FedEx.com. The online ads and site were created by Atmosphere BBDO.

On the print side, ads will be appearing in many international publications, including The Wall Street Journal, Financial Times and Fortune, among others.

“We’re trying to get a message mix of both global and local media,” Subramaniam said.

Asked why this effort was being undertaken now, Subramaniam said, “We have done many campaigns across the globe, but this is our first united effort across global markets.” The effort comes as Reuters reported earlier today that FedEx “last week cut its forecast for the company’s current quarter that ended Nov. 30, citing fuel costs and weak freight volumes in its trucking unit.

FedEx spends approximately $100 million annually in domestic measured media, per Nielsen Monitor-Plus.

Subramaniam acknowledged that the carrier will have spots in the Super Bowl this year as part of that effort, but he declined to discuss their content.

The campaign is slated to run from now through April 2008.