FEDEX SAYS IT HAS MORE TO OFFER
By Adnews Staff
U.S.-based FedEx is making the point that customers get more for their money in an ad campaign that breaks today with the tagline "Everyone likes a little extra". Among the images in the ads are a nurse holding five babies, a sumo wrestler and an African woman wearing a tribal necklace that stretches her neck. In Canada the campaign is running in English and French, using a combination of transit shelters, street ads, radio, newspapers and magazines. "This campaign will build on FedEx's reputation as the shipping company that provides more than just the basics for its customers, without charging more," regional marketing director John Cooper says in a release. The ad blitz is aimed at people who are not currently customers. The three main target groups are office managers and administrators; secretaries, receptionists and shipping clerks; and small business owners and managers. FedEx uses BBDO as its agency in the United States. In Canada advertising is handled by BBDO Canada and its Montreal operation PNMD/Publitel.