Check out the new 'China Only' UPS ads, that we will never see on TV in North America. UPS is really pinning its hopes on these, now ubiquitous, China ads. Judging by the message of the ads, it appears that UPS understands that what the Chinese revere is good ol' American ingenuity, probably more than American culture. You don't need to understand Chinese to get it. China is an integral part of America's corporate growth strategy.
In recent weeks, UPS's ads have become ubiquitous in China, showing up on buses and subways, on TV and radio, and on the luggage carousels at Beijing International Airport. The tagline on the billboards targets China's emerging business managers: "If UPS can fully assist the Beijing 2008 Olympics, they can fully assist you."
Its not just advertising or talk. The company is putting its money where its mouth is:
UPS has been planning for this for three years, timing all the traffic lights along its Beijing delivery routes and measuring the height and width of every bridge, tunnel and overpass. The company estimates it will have handled 19 million pieces of equipment and other items by the end of the Games, using resources that include 2,000 employees and 217 trucks.
The target isn't TNT, its China, and China acquisitions.
Source: WSJ.com. Alex Roth, August 11, 2008, UPS Hopes China Ads Deliver