UNION PACIFIC “YOU’LL FIND US” CAMPAIGN
Objective: Get potential shipping customers to call an on-boarding specialist to see if shipping door-to-door with Union Pacific might be a better option. Strategy: The customers in Union Pacific’s sights were those currently shipping with trucking companies or third-party logistics firms. Union Pacific needed to re-position the company as not simply a railroad, but a true end-to-end provider with the logistics expertise and experience prospects’ shipping needs demand. Without access to tracks, many in the industry believed UP was not a viable shipping option; they were unaware of UP’s full-service capabilities. A comprehensive television, print and online campaign was developed to set the record straight. The creative approach used a large metal shield in the shape of Union Pacific’s logo in various locations to illustrate that Union Pacific was already an integrated part of American Business – and could very well be a part of yours.