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UPS Canada is heralding the arrival of its iconic brown trucks in Atlantic Canada with a new campaign.
The effort launched Monday in Moncton where UPS now operates (it launches in Halifax next month). The campaign drives customers to the UPS.com/Neighbourhood microsite, where they can open an account and obtain a 20% discount on future shipping in North America and around the world.
“We already had many customers in Atlantic Canada, but we didn’t have a ground presence in the region so we felt it was a good time to open up that territory,” said Nicolas Dorget, vice-president of marketing for UPS Canada. “We did previously offer service to Atlantic Canada through service agents, but our customers didn’t benefit from having our branded brown package cars, for instance.”
The integrated campaign includes a 30-second radio spot, social media with Facebook and Twitter, several promotional events running in conjunction with the Halifax Chamber of Commerce, and sponsorships.
“We also used street-level direct marketing, with a promotional handout distributed by our drivers as a no-pressure way for them to get to know their customers. We realize how important it is to build a bond between our customers and service providers,” added Dorget.
The company’s future plans include a foray into six more Atlantic Canada cities later in the year.
Ogilvy & Mather developed the ad campaign. T3 from Austin, Texas developed microsite, and Hudson Design was responsible for public relations in Atlantic Canada.
The campaign runs until the end of August.
