Yellow flow of goods
Logistics I PostLogistics is also aiming for a leading position in integrated logistics solutions. LGK is handling the campaign for this initiative.
faster than average. With the increasingly globally networked
economy, which requires ever more efficient processes in the flow of goods
this development is just as unsurprising as that of the
Concentration movement among logistics companies. Nevertheless
the industry still has around 300 companies in forwarding and logistics.
However, it is primarily the large companies that are benefiting from the boom in the
Swiss imports and, above all, exports.
Without exaggerating, the national logistics market can be described as one of the
central pillars of the economy - with almost four percent of the
gross domestic product, 26,000 employees and a turnover of over 17
billion francs.
Potent wallflower
One of the most important industry players in materials management is the
Swiss Post, which is increasingly evolving from a pure carrier into a
comprehensive service provider with integrated logistics solutions
developed. Although with sales of around CHF 1.2 billion and
Switzerland's largest logistics company with around 5500 employees.
It also maintains the densest logistics network in Switzerland. Bloss:
This fact has so far only been known to industry insiders - and - far
will become more explosive, competition will become tougher. In order to secure the
To increase awareness and competitiveness, Swiss Post is simplifying
its corporate structure and bundles ExpressPost, ParcelPost and the
logistics services under the PostLogistics brand.
This makes sense, if only because PostLogistics is able to follow industry trends.
and also specializes in sophisticated services with
transparent conditions. For example in the
materials management for hospitals, in fleet management, in
transportation of valuables and in the flow of goods and information throughout the
repair process with web-based IT solutions. Also in terms of communication
level is the bundling of logistics competencies under one brand
understandable, as this can be done in a more uniform, simpler and
be more transparent.
Harmonized advertising presence
The Bern-based agency LangGysiKnoll (LGK), the previous budget holder of the
ParcelPost and ExpressPost, has been able to offer its customers
Experience also in the introduction of the new service brand Hand
create. We were looking for an all-encompassing mantle campaign with which
advertised both the new performance brand and all its products
can be achieved. The coat campaign ensures a high
recognition value and a broader appearance.
The campaign takes up the positive values of the previous
communication, thus ensuring continuity, explains CD Text
Daniela Jakab. Confidence in ParcelPost and ExpressPost
should be transferred to the new brand with as little loss as possible.
As PostLogistics not only transports physical goods, but also more and more
information is transported, the material and immaterial
Streams in the campaign to create an unmistakable key visual
have been merged. The unbroken yellow band covers the entire
Switzerland and floats freely in space because it stands for speed and
flexible solutions. It is unique because the color yellow has been
Decades
stands for Swiss Post.
The campaign stands for the self-confident, modern appearance of a
Market leader that can offer everything from a single source, according to the creators.
In addition to market leadership in the standardized mass business
PostLogistics also has a strong market position in the
integrated logistics solutions. All logistical
Services are modular and can be customized by the customer.
individual service packages can be put together. These advantages
The campaign, which was launched at the beginning of May with print and poster
in headline and copy. In support of this
Specialist articles in selected media provide in-depth information on the background to the
new performance brand.
Luca Aloisi
