For years, the biggest challenge for UPS was what people thought they did.Shipping. And the problem with shipping is that shipping is old. Shipping is boring. When you’re in the shipping business, the only customers you get to talk to are shipping managers, and you usually talk about price.UPS needed to be more than a shipping company. They needed to talk to people in the boardroom instead of the shipping dock. And instead of just talking rate and speed of delivery, they needed to talk about supply chains and competitive advantages and customized business solutions. Value—not price.That’s what the We Love Logistics campaign is all about. It’s also the first time in UPS history that the brand campaign is truly global, incorporates the UPS Stores, and reaches both external audiences and their own employees.In every continent, in over 200 countries, and umpteen different languages, and across every media channel, people see the same message: Nothing is more powerful in business today than logistics. And no one knows logistics better than UPS.

The We Love Logistics campaign is all about the technology behind UPS. It’s the first time in UPS history that the brand campaign is truly global, incorporates the UPS Stores, and reaches both external audiences and their own employees.In every continent, in over 200 countries, in 21 languages, across every kind of media channel, people heard the same message: The most powerful force in business today is logistics. And no one knows logistics better than UPS.

Every piece of communication drove to a website we created, thenewlogistics.com, and across every media channel, people see the same message: Nothing is more powerful in business today than logistics. And no one knows logistics better than UPS.

Right off the bat, the campaign was very well received. Everything from glowing reviews in the media…to fan letters from logistics professors.The campaign has been viewed 2 billion times since launch, with more than 4.4 million global visits to thenewlogistics site.And in UPS field surveys, the sales force has overwhelmingly said that the logistics campaign has helped them educate customers about broader UPS capabilities.Well beyond shipping. All the way to logistics.