Advertising & Marketing

DHL increases global visibility with multi-platform campaign on CNN

• DHL sponsors new programming strand about global import/export markets

• Renews multi-year association with CNN’s flagship F1 show


Following its successful sponsorship of CNN’s The Circuit, DHL is extending its brand campaign with the network spanning multiple platforms and new CNN feature strand Traders.

CNN is DHL’s exclusive international media partner as the leading logistics company positions its solutions to a wide range of global businesses – from large enterprises to SMEs. The campaign includes sponsorship of The Circuit and Traders linear TV content and all online components on CNN.com and CNN Money, as well as spot advertising across the network.

DHL is expanding its relationship with CNN due to the results delivered through its existing campaign focused around The Circuit. This successful relationship is built on CNN’s commitment to delivering a wide range of brand, advertising and content solutions that meet DHL’s marketing objectives, and the unrivalled nature of CNN’s reach amongst the global business community.

DHL’s new sponsorship is of Traders, a feature strand that tells the extraordinary stories of trading goods and services worldwide. Covering the human stories behind the global import and export markets, Traders is a segment airing fortnightly from 19 May during CNN International’s The Business View with Nina Dos Santos and on CNN domestic’s CNN Newsroom Weekend. DHL branding also runs exclusively on a Traders microsite hosted on CNN Money, combining video content with a wide range of additional interactive and informative elements.

The renewed sponsorship of The Circuit sees DHL enter its third year of connecting with fans of one of CNN International’s most popular sports shows following a highly successful 2014. This unique programme spans every facet of F1 that appeals to an upscale, informed and passionate audience – from precision technology and performance, to business and strategy, to human endeavour and achievement.

“We are delighted that DHL is expanding its exclusive relationship with CNN International to reach and engage with an audience of business decision-makers and influencers,” said Petra Malenicka, Senior Vice President, Europe and Americas, CNN International. “Being strategically associated with relevant, high-quality content is an ideal way for DHL to connect with the CNN audience through multiple touchpoints and reiterate its excellence in logistics and enabling global business. We are confident that CNN will continue to deliver significant results for DHL as part of this long-standing commercial relationship.”

“DHL sees examples every day of the positive influence that global trade can have on the world, so we are thrilled that Traders will be shining a light for a worldwide audience on the people who work so hard to make it a reality,” said Arjan Sissing, SVP, Global Brand Marketing at Deutsche Post DHL Group. “CNN, with its global reach and commitment to high-grade storytelling, is the perfect media partner to help us to highlight the vital role that logistics plays as an enabler of the world’s trade flows.”

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