• by Tanya Gazdik , September 29, 2010

DHL Express is launching a new global product campaign on Oct. 4 that emphasizes its time-critical shipping capabilities.

DHL is highlighting its cross-border shipping expertise for export-oriented businesses. The campaign, which will appear in 30 countries, begins first overseas with the U.S. debut to take place later, according to a DHL Express spokesperson. Key markets include China, India, Brazil, Mexico, UK and Germany.

Created by 180 Amsterdam, the campaign includes TV, print and online ads, and below-the-line promotion. Themed "No One Knows," the ads target small- and medium-sized businesses, as well as key industry companies, and focuses on DHL's unique knowledge of markets worldwide, regional and on local country levels. DHL serves customers in more than 220 countries and territories.

Ads, which will run through December, will also stress DHL's competence in specialized full-range services for industries, such as health care/life sciences, technology, oil and energy and the automotive industry.

"The relevance of cross-border express services becomes clear to companies when they look into opportunities abroad," says Ken Allen, CEO, DHL Express, who presented the campaign at a press conference in Beijing earlier this week." DHL's global capabilities and local knowledge can help companies set up fast-to-market delivery systems, everywhere around the world. This is a central element of the campaign."

Recent trade data signals continuously strong export figures. According to recent data released by the Transport Research Center of the Organization for Economic Co-operation and Development (OECD), airborne trade between Europe and Asia, Europe and the Middle East as well as Europe and the Americas has gained momentum in recent months, despite the recent global economic downturn.

The data suggest strong demand for higher-value fast-to-market goods, which typically travel by express.