COURIER GOES AFTER ETHNIC COMMUNITIES
By Adnews Staff
Federal Express Canada is targeting the Cantonese speaking communities in Toronto and Vancouver with a campaign that began last week. Using print, TV and bus shelters, the courier hopes to increase brand recognition and build up businesses to and from the Asia Pacific region. The ads feature a Cantonese hotline phone number. The print ads publicize FedEx "Extras" - things provided to customers at no extra charge. In this case they are document preparation software and automated electronic customs clearance. The bus shelter ad shows a FedEx plane taking off and a customer service representative encouraging customers to call the company's Cantonese hotline. The TV ads show customers in the Asia Pacific region explaining that FedEx not only understands their business needs, but speaks to them in their mother tongue. The campaign was created by BBDO Canada of Toronto.