The new DHL in Deutsche Post World Net
Success through integrated services

"More power", "More speed", "More reach" – one of the biggest re-launch campaigns ever carried out by a logistics company tells people all over the world what they can expect from the new DHL, the strong brand of Deutsche Post World Net. Since April, the new DHL combines the complete express and logistics business of the global player, offering customers a unique range of services in the market.

The global business of the new DHL covers the whole realm of logistics.

Multi-channel campaign pushes new DHL brand
In May, Deutsche Post World Net started its worldwide advertising campaign to spread the news of the DHL re-launch. The campaign centres on a couple of key strengths of the new DHL and highlights the added value gained by customers. The campaign keyword “More” gets to the core of what integration under the DHL brand is all about – more complete and integrated logistics solutions from a single source and one-stop shopping at the highest level. Easily understood everywhere around the world, the catchword “More” serves as a simple linguistic link between Europe, Africa, Asia and Australia. The worldwide TV spot “Pyramid” illustrates the comprehensive logistics know-how of DHL and leaves no doubt that the ancient Egyptians would have outsourced the logistics for building the pyramids to DHL if they had had the choice. The complete brand re-launch, including both the global advertising campaign and the re-branding of corporate assets, is estimated to cost around 125 million Euros.

The campaign motif depicts a central feature of the new force in worldwide express and logistics.

Key strengths
Besides Deutsche Post and Postbank, DHL forms the third pillar in the new brand architecture of Deutsche Post World Net. DHL combines the group’s domestic and international parcel and express business as well as its logistics activities. This enables Deutsche Post World Net to provide the broadest range of services along the complete logistics chain via a global network that is second to none in the industry. DHL’s 250 aircraft and 75,000 vehicles pick up and deliver shipments to more than 3.64 million trading customers around the world. The global network links 120,000 destinations in more than 220 countries and territories.

Strong performance in four brand divisions
The new DHL offers standard and tailor-made solutions in four divisions. DHL Express leads the market in worldwide express shipments and is the No. 1 in the European courier, express and parcel (CEP) business. Core services include the global express delivery of documents and the distribution of parcels and pallets in more than 20 European countries. DHL Freight, No. 1 in European ground transport, forwards goods by road, rail and in combined transport. As the world market leader in airfreight and No. 3 in ocean freight, DHL Danzas Air & Ocean lives up to its role as a real heavyweight in worldwide logistics. Finally, DHL Solutions provides a wide range of industry-specific logistics solutions.

Integration points the way to the top
DHL plays a crucial role in Deutsche Post World Net becoming the world’s leading logistics company. Integrated and global logistics services will shape the future of the group to a growing extent in the coming years. With the new DHL, Deutsche Post World Net is in a strong position to compete successfully in the international key markets of logistics. Already by now, DHL stands out as the Coca-Cola brand in the global cross-border logistics business and, by providing a wide choice of services in its four strong divisions, is closely aligned to customers’ growing demands for integrated services.

DHL Express Europe
Marketing Communication
European Coordination Center (ECC)
De Kleetlaan 5
B-1831 Diegem
Tel: +32 2 713 4000

www.dhl.com