The new DHL in Deutsche Post World Net

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.