DHL Global Forwarding no longer wants to be mistakenly identified as a courier company. A four-month image campaign, which includes 260 billboards, television commercials, online ads, and press advertisements, aims to build brand awareness for DHL Global Forwarding.
Uniform layouts featuring the globe in DHL colors, intertwined with lines symbolizing transcontinental journeys, will be seen on channels such as TVN 24, TVN CNBC Biznes, TVN Turbo, and in publications like Newsweek, Gazeta Wyborcza, and various websites. Icons of an airplane and a ship also signal the company’s key service profiles.
This is the first image campaign carried out by DHL Global Forwarding. The company, which handles 12.1 percent of the global air freight market and 9.2 percent of the global sea freight market, was established in 2002 through the merger of Danzas and Cargoline.
– DHL Global Forwarding has been notoriously confused with the courier company DHL Express until now – explains Aldona Mioduszewska, strategic director at the GG Promotion agency, which is responsible for the campaign. – However, these companies operate independently. They have different clients, different management boards, and, above all, provide different types of services.
The second visual element of the campaign is a container – a symbol of freight, cargo loads, and sea and air transport. The prelude to the campaign was a press conference at the Cargo terminal of Warsaw’s Okęcie airport, where invited journalists had the opportunity to see the world’s largest mass-produced transport aircraft: the An-124 Ruslan.