Why FedEx's Transportation of $1 Billion in Egyptian Artifacts Is Big for the Brand

'There’s no standard service for 3,000-year-old artifacts'

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

FedEx has made a name for itself over the past 40 years by transporting not only everyday stuff but precious and irreplaceable cargo, like giant panda Bao Bao, a T-Rex skeleton, 90 tons of Titanic wreckage, endangered sea turtle eggs and the Vince Lombardi trophy.

Even so, execs at the global company had to draw up a new battle plan when they agreed to sponsor the exhibit, King Tut: Treasures of the Golden Pharaoh. For the show that opened March 24, FedEx shipped $1 billion worth of antiquities from Cairo to California, some of those items never before traveling outside Egypt.

“You

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in