YELLOW FREIGHT PICKS CAMPBELL-EWALD TO BUILD BRAND IMAGE WITH NEW, EXPANDED TARGET OF BIZ EXECUTIVES

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Yellow Freight Corp. will launch a multimillion-dollar TV campaign to attract the attention of high-level executives, and has named Campbell-Ewald, Warren, Mich., for the brand-building assignment.

The 75-year-old trucking company last year started advertising on cable TV sports programming, but plans to expand to business and financial fare in 2000 as it tries to reach executives responsible for logistics as well as its traditional target of transportation and distribution managers.

A campaign and new tagline should be out in the first quarter of next year.

Yellow Freight parted ways with NKH&W, Kansas City, Mo., this summer.

DIRECT MAIL, BUSINESS ADS

Greg Reid, senior VP-sales and marketing, said the company also plans to increase direct-mail efforts and advertising in general business and trade magazines.

It also named Valentine McCormick Ligibel, Kansas City, to handle interactive marketing.

"We are targeting primarily adult males, but the percentage of women transportation services decisionmakers has grown dramatically in the past three years," he said.

Mr. Reid said Yellow Freight is the first traditional trucking company to significantly invest in general-market advertising. However, it now competes against Federal Express Corp. and United Parcel Service, which have moved into Yellow Freight territory.

The coming campaign, which likely will be budgeted at less than the reported $15 million, should position Yellow Freight as providing more customer service than traditional competitors, such as Airborne Freight Corp., Consolidated Freightways Corp. and Roadway Express. And it plans to provide more service than it had offered, Mr. Reid said.

MONEY-BACK GUARANTEE

New services include Definite Delivery, where customers get a money-back guarantee for on-time delivery, as well as notification of delays. A year-old premium service called Exact Express is an expedited air and ground delivery service that guarantees goods will be delivered at a specified hour, 365 days a year.

"Now the [move] is to take that performance and give it a visibility and presence in the marketplace that will position us as a value-added

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