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BtoB

DHL launches $50 million ad campaign

Published on .

Plantation, Fla.—DHL Monday launched a $50 million integrated ad campaign with a focus on customer service.

The campaign, developed by Ogilvy & Mather, New York , has a theme of "Customer Service is Back in Shipping,” and includes TV, print, online, direct and events.

DHL will kick off the campaign in New York with “random acts of kindness” to demonstrate its commitment to customer service. As part of the effort, DHL staffers will hand out free copies of The Wall Street Journal to commuters, offer free taxi and rickshaw rides in Manhattan , and give away bottled water, umbrellas and hot dogs.

Later this month, DHL will launch Partnership Care, a new customer care program to provide DHL customers with one point of contact for all their customer service needs, including customized shipping, logistics, billing and invoicing.

—Kate Maddox

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