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UPS rolls out new ad campaign this weekend

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Atlanta—A new United Parcel Service of America campaign, dubbed “Whiteboard,” will kick off with a national TV spot Saturday.

The campaign, created by the Martin Agency, includes 11 commercials that illustrate UPS’ capabilities and invite users to learn more online.

Other components of the campaign include online, radio, print, outdoor and direct mail. UPS said it has doubled its use of online advertising and has created an interactive Web site that contains a viral component of the campaign.

IQ Interactive handled the interactive components. UPS said “Whiteboard” is the most significant creative shift for the company since its “What Can Brown Do for You?” campaign, which debuted in 2002.

—Carol Krol

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