DHL launches campaign in Asia, Middle East

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SINGAPORE - International air courier DHL is promoting faster service from Asia to the U.S. than rivals such as United Parcel Service and Federal Express this week with a new print and TV campaign created by The Campaign Palace in Sydney.

Media planning and buying is now handled by CIA Medianetwork Singapore, which won the nowcentralized pan-regional DHL business in Asia-Pacific and the Middle East in March. There was no pitch for the account, which CIA has handled in Europe since 1989 from London.

The North Asia media account was previously handled by Zenith Media from Hong Kong, while there was no pan-regional media activity in South East Asia and the Middle East. Instead, media was handled at the local level by a variety of agencies, such as TBWA in Singapore.

CIA Client Service Director Stephanie Besse says DHL is "pushing the U.S. destination with a regional media mix, including Time-Warner, Dow Jones and Star TV."

The Time-Warner deal includes all properties CNNI, Time, AsiaWeek, and Fortune - and relied on leverage from the European media budget, which CIA also handles, Ms. Besse adds.

Another comprehensive deal with Dow Jones includes its three Asian ventures - CNBC Asia Business, Far Eastern Economic Review (FEER), and the Asian Wall Street Journal.

The combined budget for this campaign and an earlier one in April is $800,000. It will be followed with new ads in October to launch another product, to be revealed.

Copyright June 1998, Crain Communications Inc.

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