Upsbeijingad in the Current UPS

UPSBeijingAd

In the current UPS Olympic advertisement running in various Chinese print media can be found information that seeks to enlighten the Chinese public as to the role UPS began to fulfill in March 2007. The ad also seeks to take a long-term approach in touting the important partnership being established between UPS and the Beijing Organizing Committee for the Olympic Games (BOCOG). The reasoning behind this type of approach is likely due to the interest by UPS's in establishing a foothold in one of the world's largest markets (China). This is an opportunity for UPS to show exactly how efficient and cost effective a company they are, and the ad seems to present their concern in a way that shows them working with the Chinese people, especially in presenting one of the world's biggest sporting events. The ad even states; "UPS understands the importance of the 2008 Beijing Olympic Games for China and is committed to partnering with the Beijing Organizing Committee for the Olympic Games (BOCOG) in its efforts in staging a high-level event that will be memorable and enriching for everyone involved. By touting this partnership, UPS seeks to show that they are, and will continue to be, an important cog in the Olympic wheel.

One of the ways they could have improved the advertisement was by creating a more visually appealing ad. The delivery person in brown would work well in the United States because of the connection between 'brown' and the ongoing campaign (in the U.S.) to associate UPS with brown. The same cannot hold true in China where UPS is a relatively unknown entity.

Couple that fact with the short time frame left before the 2008 Olympics and it might behoove UPS concentrate more on graphically using the Olympics in their ads to complement their textually usage of the Olympic partnership. One idea could be to use the Olympic rings as cogs in a wheel of motion featuring UPS as one of the cogs.

Their approach to the Chinese public is the right approach and is done in the correct style. The ad appeals to the Chinese national pride and seeks to show that UPS understands that pride and wishes to ensure that the pride is justified. The public will likely show curiosity as to an American product such as UPS and will very likely pick up on the somewhat heavy-handed approach to patriotism used by UPS.

The advertisement also does an excellent job of touting UPS attributes and the many different services the company provides. Using phrases such as; receiving, shipping, packaging, transportation and storage informs the reader of the many services offered by UPS that many consumers may not have previously considered. UPS also does a good job in the ad by including services provided for companies such as time-definite services, returns, management and distribution of consignments and even brokerage services. These are all services that many companies would find enticing.