We created the “Air & Ground” communication platform. Successful football teams must move the ball on the ground and through the air. It’s the same in transportation where FedEx is the leader on the ground (FedEx Ground) and through the air (FedEx Express). Air & Ground statistics and strategy are integral to football, are of primary interest to fans and are highly relevant to FedEx’s business. Our campaign was built around these powerful insights.

Unique promotion of the primary operating-companies, billions of media impressions, over US $100M associated revenues. Research showed 49% of football fans knew FedEx was an NFL sponsor and 46% of football fans identified Air & Ground positioning. Named by US/Global promotional associations as one of the most effective long-term campaigns.