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28 September 2014

TNT puts the human touch first in the express delivery industry

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Express company calls itself The People Network

As part of its Outlook strategy, TNT launches a new brand identity highlighting the TNT people and unique European road network. The new tagline, ‘The People Network’, reflects the company’s culture to develop strong relationships with customers. It showcases TNT’s role as a network of dedicated people who help customers grow their businesses. The new brand starts with a campaign in eight European countries and free trial promotions in 60 countries. The new advertising campaign is part and parcel of the new Outlook strategy andpositions TNT as the human challenger in the market for small and medium enterprises (SMEs). TNT believes it is a natural choice for these businesses because TNT believes the client cannot be a barcode but needs to be treated personally.

The People Network

Over the last 70 years, TNT built the most extensive European road and air network for parcels and freight. Tex Gunning, CEO of TNT: “We have a clear strategy to focus on our greatest strengths: our people, their human approach to serving customers, and our unique network. Customers are not barcodes and we are not robots. We all relate to what drives our customers: business growth. The personal touch and taking time to understand what customers really need distinguish us from others. We are The People Network.”

The strategic choice

The new TNT brand identity underpins the company’s challenger position and state of mind. This investment in the TNT brand reflects the company’s strategy to offer customers an even better experience and bolster its European network.

TNT targets profitable growth, with increased productivity and network efficiency. In the coming months, new commercial initiatives will be rolled out to gain and retain additional SME customers.

The campaign

The roll-out all over Europe –from TV-ads, radio spots and billboards to sales and loyalty programs– shows that TNT is investing in its strong belief that personal contact makes the difference in modern logistics. Dick van der Lecq, MD of the Dutch advertising agency Etcetera/DDB, which created the campaign: “Previously customers bought products or brands. Nowadays customers consciously buy a company. The DNA and the people behind the brand. Talking to dozens of TNT employees showed us the only way to express their attitude towards clients: the human transport company. A ‘human truck’ captures that belief in the TV-commercial in one sight. The making of the commercial -partially by TNT-employees- is definitely worth watching on social media.”

In the next few weeks, new customers will be offered to test ‘the TNT experience’ with one free international shipment up to 100 kg across Europe.

About TNT

TNT is one of the world’s largest express delivery companies. On a daily basis, TNT delivers close to one million consignments ranging from documents and parcels to palletised freight. The company operates road and air transportation networks in Europe, the Middle East and Africa, Asia-Pacific and the Americas. TNT made €6.7 billion in revenue in 2013.

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